Objective

Our objectives were to get 50 000 runners to participate in the event in the first 12 months and achieve a 50% event advocacy. The key insight was that with a young, fun and colourful event like The Color Run, runners would happily share their experience on social media if we developed the right platforms. We conceptualised fun in-event sponsor activations to drive engagement with runners and help them to create a series of shareable moments that in turn promoted interest and thousands of likes on Facebook and other channels, making The Color Run one of the most talked about and anticipated events in SA.

Channels

• Activations
• Digital
• PR

Results

• 71 000 runners participated in the first 12 months
• 100 000+ visuals from sponsor activations shared with millions online
• R38 million in commercial value in 12 months
• 74.5% Net Promoter score for the event series