For the fourth year running BNL, in collaboration with Rome Marathon, held a 8x20 relay race in December in favor of Telethon, to support scientific research into genetic diseases.
The relay race, which is held in the beautiful setting of Piazza di Siena in Villa Borghese, asked for our support to increase the visibility of the event and the number of participants, broaden the involvement of the relevant community and capitalize on the contacts acquired for CRM activities and for the organization of future events.
An analysis of our previous sports experience allowed us to identify and manage all the event’s promotional activities and follow-up actions.
From community management and Digital PR activities, to Social Media Coverage of the event, we followed the project measuring each step, providing the right mix of a creativity based approach and data analysis.
In our role of communication support of the event on digital channels, we divided the task into several phases, starting with the setup of the event's social profiles (Facebook, Twitter, Instagram) and the opening of a dedicated account on Eventbrite.
Digital PR and community management activities focused on the involvement of influencers and active runners in both the city and province of Rome, through the sharing of content with a strong motivational impact, as well as structured activities for the relaunch of the official Telethon accounts and Marathon sponsors.
Activities continued with social media coverage of the event, in which both online and offline viral communication campaigns were implemented.
146 teams registered for the relay race making up a total of about 1200 participants, an increase of 36% compared to 2014.