When the COVID-19 pandemic forced the 2020 Boston Marathon to go virtual, organizers still wanted to present runners who’d qualified with the special commemorative branded merchandise and related gifts they would have received at an in-person race day.

Enter Lee Fine.

Working with race sponsor Amazon and organizers from the Boston Athletic Association, the head of sales and strategy for Juice Marketing (asi/237786) spearheaded a massive kitting and fulfillment initiative that saw his team create and ship 33,000 custom boxes, packed with varying content, to runners in no less than 87 countries. Fine and the Juice team also created a QR code and web page as part of the impressive promotional campaign. In this chat with Counselor Executive Editor Christopher Ruvo, Fine discusses how it all came together.

Podcast Chapters
1:08 The genesis of the campaign.
4:10 Goals for the initiative.
7:38 Shipping around the world.
11:36 A “merch-less” six-figure order.
14:14 Tech solutions come into play, including a QR code and webpage.
20:11 Runners’ “unboxing” experiences fill social media.