BEcause doubles fun at The Color Run London
Friday September 26, 2014 at 1:57pm
London’s Queen Elizabeth Olympic Park is to host the final UK leg of The Color Run series on September 28, with brand experience agency BEcause managing two experiential campaigns, for headline sponsor Dulux and charity event partner, Save The Children. The London event is the last of eight UK legs of The Color Run, staged over the last four months. Dubbed the ‘happiest 5k on the planet’, The Color Run sees participants covered in colourful powder at check points around the course. For Dulux, BEcause will highlight its headline sponsorship of the event by providing ways for participants to ‘capture and celebrate their colour transformation’. Before the coloured powder is released, a Dulux compere will help runners warm up with entertaining stretches, whilst a stand at the start will allow runners to be photographed with the real Dulux dog. Once participants have completed the race, they will be able to take a well-deserved break in the large Dulux Colour Dome at the Finish Festival, where more colour will be shared, and contestants and their group of friends can have a photo taken with colour wheels. They then receive an email, a tweet and a physical copy immediately. At the same time, BEcause will also be highlighting Save The Children as The Color Run’s official charity partner and driving social media traffic to the charity’s profiles. At the post-race ‘Finish Festival’, runners will be invited into a hall of mirrors which will be branded with the Save The Children logo. A bubbleologist, ’Samsam Bubble Man’, and a group of cheerleaders will also be on hand to animate the stand and to get people talking about Save The Children. Runners will be encouraged to post images of the activation on social media using #colormehappy and @savechildrenuk.