PROMOTING A WORLD-WIDE ROAD RACE SERIES WITH AN EXPERIENTIAL MARKETING EVENT.
The J.P. Morgan Corporate Challenge is a road race series that spans across seven countries and five continents, engaging nearly 250,000 runners throughout the world. This proprietary experiential marketing event is in its 42nd year of running, encouraging corporate runners everywhere to compete at a distance that even busy executives have time to train for— 5k. As both race and brand experts, On Board Experiential was brought in to develop, elevate, and execute a consistent brand experience across 13 race markets. We created a brand playbook and a series of on-site experiences to elevate the race from a local, branch-managed fun run to a globally recognized race series— giving employees a one-of-a-kind event where they could compete and connect.
The Results: Created 50+ SOPs. Developed a 350+ page brand book to align all stakeholders on a singular vision. Measured and tracked 60+ KPIs in each market, resulting in over 780+ measured data points throughout the Series.