Campaign details
Brand: Flying Pig MarathonBrand owner: Flying Pig MarathonLead agency: Barefoot ProximityCountry: United StatesIndustries: SportsMedia channels: Email marketing, Mobile & apps, Outdoor, out-of-home, Packaging & design, Print - general, unspecified, Radio & audio, Social mediaBudget: Up to 500k
Executive summary
After 40 years of growth, marathons had run into a recession. Participation shrank in 2014 and continued to slide. Millennials specifically were opting for more 'fun' runs that are social and Instagram-worthy.
The same was true for the Flying Pig, a first-class marathon with a funny name...