Innovative post-race experience celebrated virtual finishers, elevated Knockaround sponsorship, and differentiated Allstate Hot Chocolate Race Series from the virtual pack
Portland, OR – BibRave, the running industry leader in grassroots digital marketing, recently created, managed, and executed a virtual pulse moment for Knockaround around their sponsorship of the Allstate Hot Chocolate 15K/5K. With virtual racing soaring in popularity, Knockaround leaned on BibRave for their digital expertise and creativity to differentiate and elevate their activation from a traditional sponsor appearance to a fully realized virtual post-race party experience.
“BibRave not only managed the first-of-its-kind virtual post-race party, but also kept our brand and audience at the forefront of the activation,” commented Knockaround Director of Marketing, Tony Martinez. “The creative team at BibRave concepted and executed everything we needed, anticipating all the realities of bringing this post-race experience to a digital platform. The #ChocolateKnocks Dance Party presented by Knockaround highlighted our sponsorship of the race series in a way that we couldn’t have brought to life on our own.”
The #ChocolateKnocks Dance Party presented by Knockaround featured a race announcer, live DJ, trivia, and giveaways – all streamed live on Instagram for race participants to tune in and celebrate. BibRave provided a full promotional plan that included sponsor toolkits, leveraging existing ambassador networks, and social media tracking to measure the success of the digital campaign. In addition, BibRave executed complete project management of the event, sourcing all vendors, testing the digital platforms, and organizing the schedule of events that served as the grand finale to a sold-out crowd of 36,000 virtual runners.
“A lot of events provide virtual distances and challenges that can fill the gap created by cancelled or postponed races,” said Jessica Murphy, Co-Founder of BibRave. “But most events were missing an opportunity to provide that post-race celebration, so we thought a vibrant, energetic brand like Knockaround was just the partner to bring the party. DJ Barry Clark and Ann Wesling helped create an amazing, celebratory moment for runners across the country.”
BibRave works with races and brands to help them engage with runners and ultimately drive more sales and registrations. Through their large network of running bloggers (BibRave Pros), their popular Twitter event (#BibChat), and The BibRave Podcast (Apple, Android, or Spotify) BibRave helps endurance brands and races go beyond simple advertising and truly connect with more runners.
The company’s consumer-facing product is a race review site where runners can learn about a race before signing up, and leave feedback after the event.
About Knockaround, LLC
Knockaround is the original, affordable sunglasses company from San Diego, CA, founded by Adam “Ace” Moyer in 2005. Centered around durable shades that are both practical and stylish, Knockaround provides high-quality sunglasses that won’t break the bank. Knockaround offers twelve different frame styles in a wide range of colors as well as ongoing Limited Edition special releases, collaborations, and an interactive “design your own” CUSTOM shop. Knockaround sunglasses have been featured in GQ, US Weekly, and The Today Show, and worn by several celebrities including Matthew McConaughey, John Mayer, Natalie Portman, Snoop Dogg, and John Legend. For more information, visit Knockaround.com or follow (@knockaround) on Instagram, Facebook, and Twitter.
About RAM Racing
RAM Racing offers turnkey expertise for every aspect of the running event industry. RAM owns and operates the nation’s premier race series, the Allstate Hot Chocolate 15k/5k, in 22-cities and Mexico, as well as a growing stable of other races across the country. RAM Racing events cater to athletes of every fitness level, so that running is a relevant sport that is enjoyed by all. EnMotive serves as RAM’s one-stop technology and production solution, offering fully customizable registration, timing, photography, and content capabilities as well as operations, management, equipment, marketing, and consulting. It is designed to help independent race owners and directors elevate their events. RAM’s management and operational team time over one million runners annually. Learn more about RAM Racing at www.ramracing.org or www.hotchocolate15k.com and EnMotive at www.enmotive.com.
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