Brand activation at the happiest 5k on the planet
The Color Run is the “happiest 5k on the planet” and Purity were briefed by clients Havas SE Cake and Alpen Granola to manage an experiential marketing campaign across the UK this summer. The Alpen Granola 360 photo experience gave all race goers the chance to capture their image with a unique moving camera. All images were then shared to race goers on Facebook or Instagram.
The Alpen Start Colourful experience visited six races across the UK from Glasgow in Scotland to Brighton on the South coast. All races took place at iconic locations including Wembley Stadium and the O2 with up to 5,000 runners in the biggest races.
The Alpen Granola team sampled runners and their families and friends in and around the race from the group warm-ups led by Capital Radio DJ’s to the Festival Finish.
The Color Run creates a unique atmosphere with everyone in and around the races. Everyone participating is there for a good time and fully-prepared to throw themselves into the events and get covered from head to foot in paint from the word go.
The Purity team looked after the build and break of the sampling rig in each location, sampled consumers and encouraged race goers to take part in the 360 photo experience. We distributed over 11,000 samples over the 6 races and captured some fantastic feedback on the product.
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