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the color run

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by

Bonnie Yau

on 21 January 2014

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Transcript of the color run

T
h
e

C
o
l
o
r

R
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n

About- Objectives


- promoting a healthy lifestyle
- more than half of participants are first-time 5k runners
- act as a catalyst

Conclusion
About- History
-founded in January of 2012
- “
Happiest 5k on the Planet

- the single largest event series in the U.S.
- more than 170 events in 30+ countries in 2013

How the event works
About- Objectives
- for all fitness levels, ages and backgrounds
- expressions of pure joy from participants

- no winners or official times
- reasons for running
- to establish healthy living accomplishments
- to make yourself unique

The Color Run in HK
27/03/2013
FB page
10764 likes
Happiness
The Color Run 5k event
Healthiness
Individuality
About- Objectives
Key message
promote
healthiness

happiness
and
individuality
by bringing the community together to participate in the
“Happiest 5k on the Planet”
「The Color Run被拒登陸香港 」

無法提供場地?
Making Profit
The Color Run =
a
for-profit
event management company aims at producing
high quality
events
Inspired by:
several awesome events, including
Disney
’s World of Color, Paint Parties, Mud Runs, and Festivals throughout the world
Charity
has donated more than $1 million
donations for more than 80 local and national charities
sign up as a fundraiser -->$250
The Color Run’s global charity partner
Sponsors
Nike-->Taiwan
New Balance-->China
Reebok--> Germany
Dulux--> The UK
The Color Run
分析
1. TARGET AUDIENCE
2. 宣傳平台

Target Audience

懶惰的人


快樂、色彩、玩
而非陳腔濫調的「健康、熱血、減肥」


怕樣衰?

不設獎項的非競爭活動
營造沒有壓力的運動環境


志在參與

超過60% Color Runner第一次參加5公里路
好的開始引發之後自發地參與運動


地球上最歡樂5公里

善用SOCIAL MEDIA

Facebook

把握色彩鮮艷的優勢

Instagram

把握色彩鮮艷的優勢

Twitter

把握色彩鮮艷的優勢

Pintereset

把握色彩鮮艷的優勢

宣傳平台、文字
因應不同地區作調整

周邊商品配合

勵志POST

媒體報導
Facebook: 2,399,375人按讚
Instagram: 104,003人follow
Twitter: 70976人follow
Pinterest: 31371人follow
Google Plus: 22985人follow
微博: 17959 粉絲

截至2014年1月19日 19:48

Reach
2012年:50場
地區:美國
人次:60萬

2013年: 超過170場
地區:全球超過三十個地區包括美國、加拿大、歐洲、澳洲、南美洲、南非、中國大陸、台灣
人次:過百萬

Reach
缺乏進一步的深化影響
巡迴不同地區、玩完就算
對非參與者的滋擾
引起投訴
清理麻煩
局限
難忘的第一次
怕辛苦
Application in CUHK
1. 理念适合大学生
2. Party 的形式
Application in CUHK
- for reference
- good concept
- attractive
- motivation
用PARTY包裝運動

1.需要sponsor及人力物力,入不敷出
2.缺少continuity

Rule #1
All participants are welcome… fast, slow, runner, walker, old, and young.
Rule #2
White shirt dress code at the official start line
Rule #3

Completely colored Picasso-painting madness at the finish.
by
Yau Sui Yan,
Zhang Yiqin,
Lai Hoi Yi,
Leung Yat Nga
Full transcript