THE CHALLENGE 2014
The River North Business Association hosts one of the most fun team events in Chicago called the River North Challenge. Teams of 4 run around River North to complete mental and physical challenges in hopes of winning a grand prize. For the 5th Annual event, it needed a re-fresh - something exciting to get the buzz going.
In order to perform well at the Challenge, a team needs smarts, agility and a competitive spirit. On the flip side, some teams prefer to enjoy the free food and drinks while exploring the area and playing the games. So we created a Hunger Games meets The Amazing Race campaign.
We treated the four distinct personality icons like characters in a movie where each one was featured in its own poster, CTA billboard, Facebook post, Google Ad, e-blast and print ad.
Serious contest + Playful spirit =
"Where Thinkers and Sneakers come to compete"
We created a fake personality quiz to help participants identify their type.
We printed Thinker/Sneaker stickers for people to proudly wear during RNBA networking events prior to the Challenge.
People shared their quiz results with #ImASneaker or #ImAThinker. At the Challenge, we incorporated social media at the bonus spots where participants tagged their photos with unique hashtags to get more points.
We saw a 25% increase in registration
from the previous year and the highest registration rate of all five years. At the Challenge, we even overheard teams ask each other if they were Thinkers or Sneakers.