When Kiss Baking Company assumed the title sponsorship for the Trinidad and Tobago International Marathon (TTIM) in 2013, they wanted to launch the news of the corporate partnering in a headlining way.
This was a big investment for the manufacturer of breads and cakes. They had done other community sports based programmes but on a smaller scale. Mango Media Caribbean knew it had to break the traditional mould of hosting a media launch. They were garnering post launch headlines but with little else to show in the weeks leading up to the marathon. With this in mind, we decided to take the discipline of the marathon training and turn it into viral conversations about wellness, training, running and general healthy living. Those conversations would be directly linked to our client, Kiss Baking Company, who also had, as part of its brand architecture, a line of whole grain products.
Directly after the launch which generated the correct amount of buzz in both print and broadcast media, Mango Media Caribbean took over the Trinidad and Tobago International Marathon Facebook page. Our content manager began early morning and weekend runs to identify with the commitment of marathon runners; this captured the attention of a wider public who wanted to put physical fitness at the centre of their lives. Mango Media Caribbean generated Facebook content through original videos, photographs and daily mini diary type entries from runners and no runner alike. On marathon day photographs were uploaded in real time which runners linked to their own feeds generating thousands of eyeballs and shares. Post campaign, the TTIM Facebook page grew by 800 per cent. And Mango Media Caribbean achieved the client goal of creating a headlining launch that would generate sustained interest in the Kiss Baking Company brand in the weeks leading up to the marathon.