Campaign details

Brand: Flying Pig Marathon
Brand owner: Flying Pig Marathon
Lead agency: Barefoot Proximity
Country: United States
Industries: Sports
Media channels: Email marketing, Mobile & apps, Outdoor, out-of-home, Packaging & design, Print - general, unspecified, Radio & audio, Social media
Budget: 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 in America's heartland. To get more millennials to participate would require fundamentally changing the experience to be more personal for both runners and spectators.