OVERVIEW.
Project Description:
Fleet Feet Sacramento’s flagship American River Relay faced a sudden and urgent challenge when COVID-19 restrictions forced the in-person event to go virtual. We led the campaign strategy to transform this traditionally physical, community-focused experience into a fully digital, high-energy event. The goal was to preserve brand connection, maintain revenue streams, and sustain participant excitement—all while operating under tight timelines and public health guidelines.
Challenges & Approach:
The pandemic threatened to halt the event entirely, risking lost revenue and eroded community goodwill. We needed to rapidly pivot to a compelling virtual format that delivered value to participants while staying true to Fleet Feet’s brand of authentic, inclusive community-building.
Our approach focused on creativity, connection, and seamless digital execution:
Virtual Relay Concept: Redesigned the relay as an interactive, user-friendly virtual event, allowing runners to participate safely from anywhere while still feeling part of a unified experience.
User-Generated Content: Encouraged participants to share photos, videos, and stories of their relay legs on social media, turning them into brand ambassadors and amplifying event visibility.
Social Storytelling: Developed a content strategy to showcase participant stories, reinforce community spirit, and keep the Fleet Feet brand front of mind despite physical distancing.
Revenue Preservation: Structured the virtual event to maintain entry fees and sponsorship value, protecting critical revenue streams even in a disrupted environment.
This strategy transformed a pandemic threat into an opportunity to innovate, connect, and reinforce brand loyalty.
The result:
Successfully preserved brand engagement and community connection during COVID-19 restrictions
Drove event participation despite the shift from in-person to fully virtual format
Maintained critical revenue streams through supporting creative event redesign and digital strategy
Reinforced Fleet Feet Sacramento’s reputation as an adaptable, community-centered leader in the running space
