We Run Tegus

Year 2013-17

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Problem

Every year, the number of marathons increases, but no community in our country had offered anything more than the sale of registrations on their social media. This led us to question: How can we transform a marathon from being just a race into an experience for a runner?

Solution
With the Sula Marathon, we saw the opportunity to be relevant in the world of runners under the concept #weruntegus. This hashtag not only served as an identifier for all runners, from beginners to experts, but also united different platforms and offline media such as BTL or media tours on radio and TV.

We used Facebook as a guide to train new runners, Spotify to accompany and add excitement through various playlists, Twitter as a real-time information platform, and We Run Challenge, a BTL activation platform that moved through social media to increase participation in the marathon.

Results
We positioned the concept and hashtag #WeRunTegus, reaching 146 mentions on Twitter and 794 on Instagram, making it the most used hashtag nationally and now representing all Honduran runners.

We achieved our highest engagement on Facebook to date: 528% and an average of 304 daily interactions.

We obtained significant participation in the Web Run Challenge, where our only means to promote the activity were our social media channels. On Spotify, we gained 155 organic followers who loved the initiative and considered it highly innovative.

BOARD CASE
-SPANISH-

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