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