Universal Sports Network

2014 Boston Marathon #RUNasONE

In Universal Sports Network’s “Run as One” campaign for the 2014 Boston Marathon, content was created that could be engaged by fans, talent, athletes, partners and media while also driving traffic to UniversalSports.com. It was also of utmost importance to acknowledge the 2013 bombings but maintain the integrity of one of the world’s greatest sporting events.

Key elements included a short-form video series, tiles branded with the hashtag #RUNasONE and a celebrity social media reporter. Video posts included links; motivational posts were uniform in look and targeted USN’s core audience; tune-in posts provided date/time and URL.

Engagement was largely organic and focused on Twitter and Facebook. Promoted tweets engagement averaged 5.4% and Facebook engagement increased by 50%.