The Oklahoma City Memorial Marathon is held annually in mid-April to commemorate the bombing of the Alfred P. Murrah Federal Building on April 19, 1995. The 2021 Marathon was postponed until October due to the pandemic, so the 2022 Marathon was held just six months later in April. Candor was engaged to generate awareness regarding the 2022 event’s mission and drive race registrations via Facebook.
PLANNING & EXECUTION
The Marathon wanted to increase the general public’s awareness (especially among Gen Z) of the connection between the Marathon and the Murrah Building bombing. The client also wanted to maintain a steady number of registrations, which would be challenging since the previous Marathon only took place six months before.
To build buzz and encourage participation, Candor worked closely with the Marathon Communications Team to promote new event features like the free outdoor concert with the Josh Abbott Band the Friday before race weekend.
We collaborated with the client to develop Facebook goals of reaching 1.5 million people, driving 4 million impressions and 7,000 link clicks.
Primary evaluation methods centered on registration data, campaign Facebook metrics and how metrics compared to the previous marathon. Candor surpassed every single goal, as evidenced by:
Over 5.6 million impressions
Over 2.5 million people reached
More than 10,000 link clicks