How a running race started trending on social media in a Big way

No doubt about it, social media is a key communication platform for running races.   I imagine a good part of your race registrations come via posting on social media or advertising on it?

Since that is the case, how powerful would it be if you could get even more engagement? Even more conversations and even more people talking about your event and/or brand?

Have you considered what a Big Screens on the Go jumbotron could do for your event and your social media efforts?

Probably not.  Probably haven’t thought much about it. Have you?

Well, let’s take a look at how a Big Screen helped the Double Bridge Half Marathon in Pensacola, Florida.

Visibility and Engagement 

It is hard to engage with a set of keywords or a hashtag or an event name if it is not “omnipresent”. Let’s face it, it if it is not in our face and not interesting, then we (as event attendees) are not interested!  However, a jumbotron at your event that flashes text, images – including attendee images is all of the above and more.  The jumbotron is impossible to miss.  And with engaging messaging it catches our eye.   Then, take it to the next level by showing live (moderated) images of attendees and your social platform will be on-fire.  And why not?  Ask yourself this question, what would you do if you saw your selfie on a jumbotron?  Smile. Snap a pic.  And share it.  Am I wrong?

The jumbotron social media wall not only entertains and engages your audience, it actually expands your event beyond its “brick and mortar” location

The Double Bridge Run which takes place every year in Pensacola decided to use a jumbotron at this year’s event in 2017. They have used the same hashtag for the last several years #doublebridgerun.

Looking at the analytics chart below, you can see after their race in 2016 there were virtually no people posting about the event on social media.  So, in 2017, they wanted to change that trend, so they tried using Big Screens on the Go jumbotron to show live results, live video, sponsor ads…. and of course social media posts.

Click To Enlarge

Big Results. Easy to See.

The results speak for themselves.

  • Total social media activity about the race was up over 1000% from 2016.
  • The amount of unique authors posting about the event was up 700% from 2016.
  • The total audience reached went over 96,000 people this year, which is up 700% from 2016.
  • The amount of social impressions after the 2017 race was over 263,000, which was a staggering 1800% more than it was in 2016.
  • Finally, the total amount of unique people engaged was up 700% from 2016.

The Double Bridge Run shattered all of their social media efforts from the previous year with just one change.  The addition of a live, moderated social media wall on a Big Screens on the Go jumbotron.

Now, the question is… if you could reach 700% more people on your social channels how many more registrations would that mean to your bottom line?

Clearly, the visibility of the big screen jumbotron works in your favor. They are a great way to spread messages, share images and selfies, and invite people to engage with you on social media.  And, let’s face it. A big screen is far more likely to convince people to engage on social media than a handout or even nothing at all.

Social media can work and be fun to interact with if you know what to do. If you want your event to trend, you have to tell people what they should hashtag because they won’t do it on their own. You see businesses and events doing this all the time. They show a hashtag to the people on a big screen and then people use that hashtag when referencing that event more times than not.

To download the full analytics report, please click here.

For more information on Big Screens on the Go jumbotron solutions, please click here.  Or call (888) 830-8011.

June 28th, 2017|Categories: Social Media|Tags: , , , |