June 10, 2013
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Most of us have heard of The Happiest 5k on the Planet, known best as The Color Run. For those that haven’t, this is a run that has taken the world by storm with races in Australia, Brazil, Chile, the Netherlands, Portugal, the United Kingdom and all over the United States. Participants wear all white and are doused with 5 different colors as they pass each kilometer. The race has grown immensely from its start in 2012 and will have more than a million participants in 100 events in 2013.
One of The Color Run’s greatest strengths has been its use of social media to spread its message of healthiness, happiness, individuality and giving back to the community. When and where did you first see the pictures of people jumping in the air throwing paint powder?
Leading the forefront of today’s social media, Twitter is a unique space for event-related content. It allows those not present to follow the event in real time and keep the atmosphere and impact of the race going far after it is over.
@TheColorRun has 46,497 followers currently for its U.S. account and uses separate accounts for each country. They receive great interaction utilizing #ColorRunner and #Happiest5k as well as responding to a great number of the people that tweet at them. One of the best parts of The Color Run is the phenomenal pictures taken there. Tweets with multimedia have been shown to increase engagement dramatically. These intensely interactive pictures lend themselves well to other forms of social media that not all companies have been able to effectively utilize.
Instagram is all about sharing a visual experience that people can relate to; the perfect site for blasts of color and promoting health and happiness.
TheColorRun has 20,000 followers on Instagram. They not only share pictures that imply the run will be the best time of your life, but use the photos to spread engagement to their other social media platforms such as YouTube. Even though they use different outlets, The Color Run does a great job of creating one cohesive brand image throughout their messaging. For example, they continue to use the hash tags #happiest5k and #colorrunner, making it easy for followers to connect on both Instagram and Twitter. The group also shares pictures of their sponsors’ stands in order to pull from their sponsors’ customer base.
One of the newest players in social media is the short video sharing application called Vine, and The Color Run is already taking advantage of this platform. Their first vine was on June 2, 2013 and they already have 1,938 followers and 244 likes for their first post.
To find out more about The Color Run and potential races in your area visit http://thecolorrun.com/
-Ann Watercutter is a junior studying strategic communications with a minor in business and a marketing specialization. Keep up with Ann at @AWatercutter.