AMP AGENCY PARTNERS WITH JOHN HANCOCK TO CREATE #WERUNTOGETHER
Creating a forum for the Marathon community to share their personal connection to the city of Boston and the Boston Marathon while supporting fundraising efforts
BOSTON, MA, April 14, 2014undefinedAMP Agency, an integrated marketing agency, in partnership with John Hancock, created the #WeRunTogether digital mosaic to bring together the extended Boston Marathon community prior to the race on April 21st.
Since 1985, John Hancock has served as the principal sponsor of the Boston Marathon. Leading up to this year’s Marathon, John Hancock wanted to extend its sponsorship online to further bring to life this year’s theme of connectivity under the hashtag #WeRunTogether. By creating a shared space for conversations around the race, John Hancock was able to show its commitment and support for the Boston Marathon, drive national awareness of their sponsorship and promote their non-profit fundraising partnership with CrowdRise. To date via this year’s Boston Marathon, John Hancock has raised over $19.7 million.
The #WeRunTogether mosaic encourages the Marathon community – runners, fans, volunteers, and non-profits – to share their reasons for participating in the Boston Marathon in the form of videos, photos and/or text. All content is aggregated into the mosaic visualization –representing the connectivity of the extended Boston Marathon community. The mosaics will appear online and on screens throughout the city of Boston during the Marathon.
To further digital reach and provide another forum for individuals to support the Marathon community, AMP worked with John Hancock to create a suite of eCards featuring the “We Run Together” theme that are housed at www.OpenMe.com/bostonmarathon.
“It has been an emotional year for this city,” said Gary Colen, CEO at AMP Agency. “Our hope in this effort was to celebrate the perseverance of this city, whether you are running or not."
Share your story at http://jhextramile.com/weruntogether/.
About AMP AgencyAMP Agency is a strategic, full-service, integrated agency with offices in Boston and New York. We're a team of creative minds, digital strategists, social and behavioral scientists and media experts that focus on creating contextually relevant consumer engagements across digital and physical brand experiences. We employ an "Insights Inspired, Results Driven" approach to design end-to-end marketing solutions for the brands we partner with.