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, Radio & audio
Budget: Up to 500k

Executive summary

To combat the rise of fun runs, the Flying Pig Marathon needed to appeal to the Instagram generation.

Getting more millennials to participate would require fundamentally changing the experience to be more personal for both runners and spectators. We knew spectators lined the route because they knew someone; they knew their personal story. Our strategy was to scale these connections to every runner and spectator.

We started by creating an app called the Energy Broadcast System and launched a brand refresh to set expectations of something unmissable this year. We reached out to registered runners to share their personal motivations and goals and, through the app, got spectators invested in those stories.