As title sponsor of the iconic Bay to Breakers race in San Francisco, Alaska Airlines strived to enhance their guest’s experience while integrating their West Coast vibe into a passionate community via one of the area’s most celebrated and iconic events. As a critical component throughout its overall sponsorships and experiential marketing campaigns, it was important for Alaska Airlines to create a unique experience for guests that leans into the identity of the partnership.
We created various touchpoints and customized activities for guests to participate in:
Live Screen Print Station: Guests selected custom designs to be printed on canvas bags right in front of them.
Create Your Own Race Day Kit: Guests filled their custom tote bags with race day items such as cooling towels, first aid kits, deodorant wipes, etc.
Custom Sunglasses: Likewise, runners had the chance to build their own custom shades!
Twitter Machine: Participants had a chance to receive additional race day gifts when they tweeted out their pre-race photos!
On Race Day, runners were hyped up by Alaska’s on-course DJ station as they headed towards the finish line.
At the Finish Line, runners relaxed in Alaska’s Post Race Lounge, where we provided bean bag chairs, Adirondack chairs, and hammocks for them to relax in after crossing the finish line. They were also able to make their own customized post-race trail mix snack!