Rewarding runners with pints
New Balance UK wanted to find a way to motivate and encourage runners to keep on running during the UK’s lockdown. We were briefed to develop a social-first campaign that would engage runners to participate with the brand and encourage social sharing to create noise for the brand within a highly-targeted running community.
Tapping into the growing popularity of the post-run beer culture, we launched #MilesForPints. With pubs closed during the nationwide lockdown, including New Balance’s very own boozer - The Runaway - we wanted to find a way to continue rewarding runners with a post-run pint. Exclusive to London runners and live for one day only (Sunday 28th June), the activation gave runners the opportunity to exchange their running miles for beer. The mechanic was simple, yet effective. We launched with a series of paid and organic social posts alongside a PR drive to encourage media and influencer mentions in the lead up to the activation day. Runners were encouraged to upload a post run selfie tagging @NewBalance and #MilesForPints on Instagram and the first 50 visible posts would be rewarded with a Runaway pub pack delivered direct to their door… the very same day! The prizes were delivered in real-time, designed to create a spike in social awareness and engagement and to increase our chances of more engagement with the hashtag. Given that a large number of people would have been home during this time due to the lockdown, it gave us a great opportunity to generate buzz and excitement for the brand. The real time prize fulfilment remained a surprise for the lucky winners.
We partnered with London based run club, Run the Boroughs, to create content in New Balance’s core running product range that would authentically communicate the #MilesForPints campaign message to a youth audience. Their content was adapted into social first creative and used across a pre-promotion paid social campaign in the lead up to the activation.
Branded Content Ads
We ran branded content ads with Run the Boroughs as part of our paid social strategy to promote the activation. This helped increase reach and post engagement, by boosting the below post to a geo-targeted running audience in London.
social media impressions - up 400% YoY
partnership ad engagements
Prizes hand delivered!
content saves and
What they said
"Bridge and Tunnel were a huge support on our ‘120 Days’ marketing campaign for the 2019 Virgin Money London Marathon. They approached the project with enthusiasm, creativity and focus and continued this momentum throughout. They developed and executed a social plan that incorporated key campaign visuals alongside UGC to engage and grow our New Balance community by over 40%- a result myself and the rest of the team were delighted with. They are always a pleasure to work with!"
Marketing Manager, New Balance