Flying Pig Marathon: Energy Broadcast System

Flying Pig, a challenging marathon, launched a geo-located app that shared its runners' stories to encourage millennials to run and support its marathon in the US.

Agency: Barefoot Proximity

Objectives

The goal of the campaign and the Energy Broadcast System was simple: Drive more millennial participation in the race, both as runners and spectators.

Strategy

In a 3-day workshop client and agency worked together to understand the issues facing running, marathons in general and The Flying Pig specifically. After looking at the data, we realized five key factors.

  1. Marathons had changed very little in the past 20 years.
  2. Millennial participation was declining because of the increasing popularity of fun runs.
  3. Most spectators show up along the route because they know someone; they know their personal...

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Insights Team
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