GOLDEN ROAD BREWING
Golden Friday 5K
VIRTUAL + DIGITAL EXPERIENCE
REIMAGINING A RUNNING EXPERIENCE ONLINE.
Every year, Golden Road Brewing hosts their Golden Friday 5k run at their pubs across Los Angeles. As the world shut down in 2020, we came in to reimagine the experience and bring it to Golden Road fans across the country—virtually. We created an engaging website, physical runner’s kits, a social media campaign, and sweepstakes to encourage runners in LA and beyond to get out for a healthy fun run on Black Friday. Participants tracked their 5k run times with running app Strava and uploaded their results for a chance to win additional prizes and bragging rights. In partnership with Wags & Walks, Golden Road contributed five dollars from every registration to help rescue dogs in need.