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Memes #RunHappy on the Interweb   

Brooks Running, a Berkshire Hathaway Co., wanted a way to engage their fans at marathons & tradeshows that would also extend beyond the event, so CROWN created a meme generator that works across screens to let people tell the world what makes them run happy.

Step 1: @user tweets using #RunHappy hashtag
Step 2: @brooksrunning replies with link to #RunHappy meme generator
Step 3: @users create their own custom running meme
Step 4: The meme is then fed to a database that curates a visual activation center used for
tradeshows and marathons

Process
Tweet at @brooksrunning using the #runhappyis hashtag and you’ll get an automated
response including a personalized bit.ly URL that takes you to your custom meme. Then you can
choose fonts, colors, background images, etc., and share on your favorite social network. After
sharing, you’ll come back to the app to make new memes, vote on others’ submissions, or just to get
inspired by all the real-time runner insights.

The challenge
was to allow the campaign to exist on a number of basically incompatible operating systems while interfacing heavily with Twitter’s marketing, support and dev teams. Designing the UI for an app of this complexity was a big project, but so is keeping up with Twitter’s always-changing and largely automated (and unsophisticated) blacklisting algorithms.

Results
Just one Twitter post from the popular @brooksrunning Twitter handle led to hundreds of pieces of
user generated content. But deep, real-time integration with the Brooks on-site Boston Marathon
presence and B2B tradeshow booth at OR led to hundreds of thousands of incremental engagements,
organic amplification by influencers like Chrissie Wellington, Meals and Miles, and Fit Bottomed Girls,
and positive vibes and inspiration for all those who took part in the run happy experience.

The app and #RunHappy campaign ran for more than 5 years and was a long-standing, successful marketing initiative focused on the joy of running. #RunHappy was replaced by “Let’s Run There” as of May 2024.


Client: Brooks Running
Agency: CROWN (w/ PINNACLE as experiential partner agency) 


Brooks Running

Project Information

Client: BROOKS RUNNING
Title: #RUNHAPPY
Tags: social media strategy, EXPERIENTIAL MARKETING, gamification, app development, influencer marketing, BTS (BEYOND THE SHOW) AMPLIFICATION, VIRAL ENGINEERING Credits

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