(Marketing-Interactive) How FEED HK, Project-108 and livi bank's virtual race became a runaway hit
Amid the pandemic, it is extremely difficult for organisers to host events, especially due to ever-changing regulations and safety concerns. However, some of them have managed to put the events online, leveraging convenience and flexibility to engage participants. Earlier this year, FEED HK and Project-108 co-launched a virtual run, hoping to offer participants an opportunity for fun and wellness with its own comprehensive campaign to enhance awareness.
Targeting runners of different levels, the event RUN INTO 2021 was sponsored by livi bank and took place from 31 December 2020 until 15 January 2021, offering a refreshing perspective to the city’s running scene and included multiple activities for participants. It started with a virtual countdown party on Project-108’s YouTube channel to welcome audiences to the new year before kicking off three running categories — a 3KM Fun Run, 5KM Power Run or 10KM Achiever Run.
Participants could track their run using any mobile application with a pedometer function. After that, all that was left was to submit a screen-cap of their run record with participation date, time and distance plus a running photo to finish the race. A personalised e-certificate and a runner’s pack were presented upon completion.
The entire event attracted about 2,000 participants and more than half of them completed it. Prior to the event, the organisers rolled out numerous pieces of content through owned and partner channels, as well as paid channels such as influencers and third-party media. Some notable influencers, including logistic influencer Siu Chu, music producer Dough Boy and Feng Shui master Thierry Chow joined the event and organised livestreaming sessions across social media to engage audiences.
Instagram filters and WhatsApp stickers were also created to further enhance awareness.
“We’re pleased to be supporting RUN INTO 2021. We hope that every participant of the run will have a fresh start of the year, just as livi provides a refreshing banking experience that complements our customers’ everyday lives,” said Michelle Chan, director of marketing, business development and innovation at livi bank.