What does an integrated multi-channel campaign actually look like? HOKA’s “Run Your City” is a good answer. It brought together a brand partnership, gamification, customer data and creators in one campaign, with each part supporting the others.

Throughout September, HOKA used its existing partnership with Strava to pit New York’s five boroughs against each other to log the most miles. Runners’ stats then became the creative, shown as weekly updates on digital screens across the city. In this Did You Miss It?, David breaks down why it works and what you can borrow for your next launch.

In this episode:

• Why a running shoe brand and a running app are the perfect partnership
• Gamifying the campaign itself: borough vs borough
• Customer data used as creative, not just for segmentation
• Creators, paid social, a publisher partner and a block party, all in one plan
• How it compares with Spotify Wrapped, and why most Wrapped copycats fall flat

Source: Marketing Dive, “Hoka builds Strava running stats into digital OOH campaign” https://www.marketingdive.com/news/hoka-builds-strava-running-stats-into-digital-ooh-campaign/829480/

🎙️ The Marketing Update Podcast is your weekly catch-up on the marketing news, strategy and trends that matter, hosted by Emma and David. Follow for new episodes every week.

🤝 Planning your next launch and want the channels working together, not just sitting next to each other? Get in touch: hello@themarketingupdate.com

Connect with us:

If you'd like to book The Marketing Update Podcast hosts for consultancy work, email hello@themarketingupdate.co.uk

Follow us on LinkedIn: https://www.linkedin.com/company/the-marketing-update-podcast

Hosted on Acast. See acast.com/privacy for more information.