Increase awareness and engagement for IAAF amongst fans and families
Challenge
The IAAF wanted to appeal to - and grow - their digital audience and attract a younger demographic. We were tasked with increasing fan engagement as well as appealing to families and to create content strategies for selected partners during the games themselves.
Solutions
During the Diamond League in Monaco and the World Championships in London, we created unique, engaging short-form content, ranging from fan footage to on / off-track personality moments with the athletes. Alongside this, we created Snapchat filters to engage with a younger audience and created a branded IAAF photobooth both for athletes and fans to prompt social conversations. We also erected a ‘surprise photobomb’ moments with past gold medallist athletes to further delight supporters.