For the third consecutive year, the BMW Dallas Marathon team partnered with HCK2 for assistance maximizing registrations for the 50^th anniversary of the BMW Dallas Marathon Festival, which raises funds for Scottish Rite for Children.

Established in 1971, the Dallas Marathon event is Dallas’ largest and Texas’ longest-running marathon. In addition to the signature full- and half-marathons, the weekend event options include a 50K Ultra Marathon, a 2-person half marathon relay, a 4-person marathon relay, 10K, 5K and 2-mile walks, a variety of kids races and more.

The Challenge

Not only was it the 50^th anniversary of The BMW Dallas Marathon Festival, but it was also the first race weekend since the pandemic, which forced runDallas to cancel the 2020 event. The organizers really wanted to make the first year back special, and the goal was to make it the highest attended race weekend yet and reestablish the marathon as one of the most iconic events in Dallas.

The Solution

runDallas partnered with HCK2 to execute creative public relations and social media strategies to lure past runners back in and attract an influx of local media through compelling human-interest stories. Through creative PR storytelling and colorful, inspiring social media campaigns, HCK2 was able to secure 410 pieces of media coverage from 76 outlets with a total audience reach of 189.7 million. In addition, HCK2 published 244 social posts for runDallas in the months and weeks leading up to the event, resulting in more than of 1 million impressions. These posts targeted a variety of communities, as well as local influencers with a high reach and following. HCK2 created campaign strategies, defined target segments, aligned motivations to them, provided weekly results reporting and optimized campaigns based on those weekly results. Marketing channels used included paid digital ads and social media platforms.

The Results

Through HCK2’s efforts, the BMW Dallas Marathon Festival drew 26,000 participants across a 3-day event weekend (the highest participation since 2012). The weekend series, half marathon and ultra-marathon events sold out, there were more than 100,000 spectators throughout Dallas along the course, and it generated significant cash donations and media exposure for Scottish Rite For Children.

Throughout 2021, HCK2 secured 410 pieces of media coverage from 76 different media outlets, which received an audience reach of 189.7+ million and a PR Value of over $704,000. 

Race weekend coverage included:

• 52 pieces of online or print media coverage from 46 publications, reaching an audience of 167M+ and garnering a PR value of over $562.8K
• 202 broadcast or radio mentions, reaching a local audience of 22.5M+, with an advertising value equivalency of more than $208,000.

Facebook advertising efforts resulted in the following:

• 1,343 registrations
• 3.6+M impressions
• 19,393 link clicks
• $6.52 cost per conversion