After nearly a decade of partnership, HCK2 continues to help the BMW Dallas Marathon build momentum, engage its running community and keep one of Dallas’ most established sporting events in the spotlight.

In 2025, an integrated PR and social media program combined high-impact media relations, compelling human-interest stories and an increased focus on video to deliver significant year-over-year growth.

The Challenge

For an established event with strong name recognition, the challenge isn’t simply generating awareness—it’s finding fresh reasons for audiences and media to engage year after year.

HCK2 needed to maintain a strong media presence throughout the year and into race weekend while uncovering the personal stories that make the marathon meaningful. At the same time, the social strategy needed to grow the event’s community, deepen engagement and evolve with changing content consumption habits.

The Solution

HCK2 developed an integrated communications program combining proactive media relations, human-interest storytelling, organic social media, real-time race-weekend content and paid amplification.

PR efforts included six press releases, three targeted media alerts and ongoing pitching around race milestones, timely announcements and eleven individual human-interest stories—from elite athletes and inspiring runners to Scottish Rite patient champions.

HCK2 also managed the marathon’s year-round social presence, expanding content across Facebook, Instagram and LinkedIn while leaning heavily into video and real-time storytelling. During race weekend alone, our team captured and published hundreds of real-time stories, videos and photos to bring the energy of the event directly to the marathon’s online community.

Social Media

The Results

The 2025 program generated 1,634 pieces of media coverage across 135 outlets, more than doubling the previous year’s coverage, with a potential editorial reach of more than 1.25 billion.

Race weekend coverage included leading local and national outlets such as WFAA, FOX 4, NBC 5, CBS 11, The Dallas Morning News and Axios Dallas, along with 138 broadcast and radio mentions.

Social media saw even more dramatic growth. Total impressions increased 484% year over year to 10.7 million, while engagements climbed 168.5% to more than 125,000. Video views increased 392% to 1.16 million, and the marathon’s total social audience grew 14.4%.

Together, earned media, social storytelling and video kept the BMW Dallas Marathon highly visible while continuing to grow and deepen engagement with its community nearly a decade into their partnership with HCK2.