Create a Nike Running presence on the Ohio State University campus and promote the Human Race.
A marketing campaign was created that focused on onsite event activation and social media. Core Twelve managed all social media efforts, including establishing a presence for Nike on Facebook and Twitter. Teams of ambassadors were provided ideas and tools for the creation of original content to fuel the experience and drive registration. An actively-engaged community was rapidly developed to help make this event a success and maintain a Nike presence on campus going forward.
Video footage caught on flip cams was edited and posted on Facebook throughout the program. A sizzle video was edited and played on the big screen at the race to energize the crowd. Finally, the sizzle video was adapted to include race day footage and was played on the jumbotron at the OSU football game.
Social Strategy & Execution