To help Brooks bolster their digital presence at running events, DK created a series of social campaigns merging digital content with real-world experiences.
As Brooks' first digital AOR, we dove right into the brand to bring their Run Happy spirit to life through digital content. To complement their real-world presence at events, DK crafted a series of campaigns weaving between runner’s physical and digital worlds, facilitating social connection online, and IRL.
To bring Run Happy to SxSW, DK and Brooks created a music festival, on the run. Dubbed the Run Happy Tour, morning fun runs had the added flair of festival posters, tour t-shirts – and a live DJ pumping jams from back of a moving pedicab. And for those that couldn’t make it to Austin, we also curated a Run Happy Tour Spotify playlist, so that runners everywhere could bring a little SxSW to their run. Turn out to the Run Happy Tour was in the Bieber digits.
In 2011, Desi Linden finished a close 2nd place in the Boston Marathon. Three years and a hip injury later, Desi made her bold return to Boston. To celebrate Desi, part of the Hansons-Brooks family, we sourced virtual cheers through the hashtag #RunDesiRun. DK transformed the overwhelming outpour of social support into an original illustration, and presented it to Desi prior to the Marathon.
DK and Brooks reached out to high school and collegiate runners in their own language: Snapchat. To make this unique first impression count, DK quickly built out a robust Snapchat community to playfully flirt with new runners. Creatively working around the limitations of Snapchat, our flirtatious shoe engaged with runners throughout the three day event – even responding directly when we got snapped back! ;)