"Seolleim Run," an experiential running event organized by Lotte Wellfood's ice cream brand "Seolleim," sold out all its tickets within two hours of the sale opening, marking a commercial success. As consumers eager to participate flocked to the event, the company decided to move up its additional ticket-offering purchase-verification event ahead of schedule.
Lotte Wellfood said on the 15th that all 2,500 Seolleim Run tickets, which went on sale at 10 a.m. on the 13th of this month, were completely sold out in about two hours. Interest was so high that a surge of simultaneous visitors made the website difficult to use for about an hour during the booking period.
In response, Lotte Wellfood moved up its "second purchase-verification promotion," originally scheduled to begin on the 20th, and has been running it since the 14th, one day earlier.
The event runs until the 14th of next month. Consumers can enter by verifying a receipt for a Seolleim product purchase or by gifting a Seolleim gifticon on the event page. Through a drawing, prizes including 500 Seolleim Run tickets, an Apple Watch Series 11, a SATISFY trail cap, and Seolleim ice cream vouchers will be awarded.
Additional booking has also been arranged for consumers who were unable to secure tickets. Remaining tickets from canceled payments will go back on sale at 10 a.m. on the 20th.
Lotte Wellfood analyzed that the high interest stemmed from the combination of the recently spreading running culture and anticipation for experiential content featuring brand model Kian84. As running has recently established itself as a leading leisure activity, particularly among the MZ generation, companies are increasingly strengthening experiential marketing in which consumers participate directly.
"We decided to move up the promotion offering additional participation opportunities ahead of schedule to repay the high interest consumers showed in Seolleim Run," a Lotte Wellfood official said. "We will continue to present a variety of programs that offer a distinctive brand experience unique to Seolleim and Seolleim Coolish."
