Brooks tapped BibRave to create and execute a virtual and in-person summit for Brooks’ 240 ambassadors
BibRave, the leading-edge endurance and fitness marketing agency, brought to life the first in-person summit, called Camp Run Happy, for Brooks’ Run Happy Team ambassador program. The event took place both virtually and in-person in Park City, Utah, bringing together over 150 ambassadors for a three-day weekend of programming, connections, and brand hype.
BibRave, in partnership with Brooks’ Influencer team, began ideating Camp Run Happy in February, developing the event’s theme, structure, and programming with a focus on inclusivity and community. Camp Run Happy provided an immersive weekend experience that was free to attend and also included room and board for any Run Happy Team ambassador who could travel to Park City. BibRave scouted the location and venue, managed the welcome kit development, and built out a schedule that incorporated daily trail runs, a live concert, a themed brewery party, and sessions hosted by fellow Run Happy Team ambassadors and other Brooks Influencers.
“After two years of successful virtual Camp Run Happy summits, It was important to finally host Camp Run Happy in-person,” said Dustin Glass, Influencer Marketing Manager of Brooks. “BibRave understands our brand and was able to create a seamless weekend that highlighted our ambassadors, prioritized opportunities for them to connect, and brought the Brooks “Run Happy” motto to life in creative ways. BibRave created a memorable event for all of our ambassadors.”
BibRave also managed all on-site operations, setting up signage and coordinating with vendors for over 12 events throughout the weekend, and hosted all virtual programming via Zoom and a private Youtube Channel.
“Our team has managed Camp Run Happy for the past three years, and we were stoked for the opportunity to build upon past year’s success,” said Julia Montag, Vice President of Strategic Accounts at BibRave. “Seeing the event play out on social really spoke to Camp Run Happy’s success and the strength of the Brooks Run Happy Team community.”
This year’s Camp Run Happy generated over double the amount of social content when compared to past virtual years. BibRave and Brooks also received feedback from the ambassadors that they have never felt as seen and included by a brand. Many reported that the weekend was life-changing, and the only thing they would change would be to make the event longer.
About Brooks Running
Brooks Running sells its performance footwear, apparel, run bras, and accessories worldwide. Brooks’ purpose is to inspire everyone to run their path by creating the best gear, tools, and experiences. Founded 1914, Brooks is a subsidiary of Berkshire Hathaway Inc. and is headquartered in Seattle. Visit http://www.brooksrunning.com/ for more information or follow @brooksrunning.
BibRave is a marketing agency that specializes in fitness and endurance sports. With 10 years’ experience building and managing ambassador communities for large and small companies, BibRave brings a team of social media, creative, and online community-focused experts.
One of BibRave’s key strengths is developing creative event and in-person activations, managing ideation, project management, procurement, execution, and inter-agency coordination.
Lastly, BibRave has its own large network of social media influencers called the BibRave Ambassadors, which it leverages to drive more race registrations and product sales for the company’s event and brand partners.