Objective: As Servus was the title sponsor, the main purpose of the Marathon was to elevate engagement from the year before, promote Servus’ summer campaigns, and focus on their brand positioning. The event begins on Friday and Saturday with ‘Race Package Pickup’ and runs until Sunday, which is the actual race day!
Outcomes: The Race Package Pickup acts much like a tradeshow, runners have to register and pick up their number, while weaving through several sponsor booths at the Edmonton Convention Centre. Among the Servus booth activations, we set up a VR station that was customized for Servus, swag was given away and the beverage gardens were branded! For race day, we brought in water stations and cheerleaders to keep runners focused and motivated. Swag was given away to the crowds of onlookers and supporters to cheer on runners as they made their way to the finish line. At the end of the run, we set up a customized photo booth where everyone was able to take pictures of their successful run and show off their medals!