UP&GO Post Run Refuel
Drive awareness and sign-ups for the UP&GO x Strava 35km Challenge, while introducing and driving trial of the new UP&GO Protein Energize among a health-conscious running community.
We partnered with The Sydney Run Club to deliver a high-energy community takeover combining fitness, music and culture: a sunrise run followed by a post-run pop-up with a live set from KLP, product sampling and branded merchandise.
To maximise reach we built a three-way partnership for UP&GO via The Sydney Run Club, Bondi Lines and Whatslively, amplifying across socials, sites and in-app placements before, during and after the event, with targeted Whatslively push notifications to fans of KLP and running and fitness influencers creating organic content on the day.
- 1,000 product samples distributed in under 20 minutes
- Strong engagement across co-branded content
- Product in hand with a fitness audience that films its own runs
- Professional photo and video assets delivered for UP&GO's own channels
What was UP&GO Post Run Refuel?
A Sydney Run Club takeover for the launch of UP&GO Protein Energize and the UP&GO x Strava 35km Challenge: a sunrise run followed by a post-run pop-up with a live set from KLP, product sampling and branded merchandise.
Why a sunrise run?
The Sydney Run Club meets at dawn, so the crowd is there before work with time to stop. The KLP set at the finish held them, and the samples went out while the club was filming.
How was it amplified?
A three-way partnership across The Sydney Run Club, Bondi Lines and Whatslively, with in-app placements and Whatslively push notifications to fans of KLP, plus running and fitness creators posting on the day.
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