Memes #RunHappy on the Interweb
Context
Brooks Running wanted a way to engage fans at marathons and tradeshows while extending that energy beyond the event itself. The goal was to translate the joy of running into a participatory digital experience that could live both on-site and online.
Situation
The challenge was creating a campaign that worked across incompatible operating systems, integrated deeply with Twitter’s APIs and moderation systems, and functioned simultaneously as a live activation and a persistent digital platform.
Constraints
The system needed to operate across multiple devices, integrate with Twitter’s marketing and support workflows, and remain resilient to changing platform rules and automated blacklisting systems.
Decisions
We chose to build a flexible meme generator that turned social participation into the core mechanic. Rather than pushing content outward, the system responded to user behavior and invited ongoing creation, sharing, and voting.
Execution
CROWN designed and built a cross-platform meme generator triggered by the #RunHappy hashtag. Users tweeted at @brooksrunning, received a personalized link, created custom memes, and fed content into a live database powering on-site activations at marathons and tradeshows.
Measurement
Success was measured through volume of user-generated content, sustained engagement, influencer amplification, and longevity rather than short-term impressions.
Outcome
A single tweet sparked hundreds of user-generated memes, while on-site and tradeshow integrations drove hundreds of thousands of incremental engagements. The #RunHappy platform ran for more than five years and became a long-standing brand initiative.
Learning
Participatory systems that respond to user behavior can outlast campaign cycles. When platforms change, flexible interaction models sustain engagement over time.