Rock ‘n’ Roll Marathon Series is the ‘World’s Largest Running Series’ with more than 500,000 runners taking part in 28 destination events around the world. The content marketing piece that was created, promoted and tracked was a 9-question multiple choice quiz that asked the question “Which Running Destination Fits Your Personality?” The quiz took the user through a visual journey, choosing the persona that fit them best and then calculated their answers; suggesting the destination and corresponding race that best fit their personality.
Increase engagement with current fans, generate leads, increase website traffic and ultimately drive more registrations for their running series.
The strategy for the campaign was to create the questions, answers, and outputs that would encourage brand affinity by utilizing brand messaging and target personas. We promoted the quiz through Facebook and Twitter posts, paid media on Facebook and Twitter and introduce the quiz to the Rock ‘n’ Roll Marathon Series database through email marketing.
The quiz was taken 34,434 times from December 17, 2014 – January 16, 2015.
- Facebook posts promoting the quiz contributed to 353 shares, 3,069 likes and 645 comments, reaching 554,784 people in just one month.
- The two Twitter posts resulted in a combined 18,241 impressions with 694 engagements.
- The quiz – “Which Running Destination Fits Your Personality?” was ranking 3rd on Google for “Running Destination.”
- Facebook has been the leader in driving traffic to this page and there was a large spike in pageviews when the email was sent to Rock ‘n’ Roll Marathon Series database.