BLOODRUNNER - 2015
BloodRunner is Asia’s First Werewolf-Themed Urban Obstacle Night Race that features a theatrical element throughout the 10km route to excite and motivate the runners. The first of its kind, BloodRunner turned Putrajaya into a thrilling series of obstacles. BloodRunner is the brainchild of our vision to showcase Malaysian ingenuity and our ability to create an event of international calibre.
MAYHEM was behind the creation and building of the BloodRunner brand from the ground up:
Online Ticketing Sales
Teaser Video Scripting and Storyboarding
Training Video Scripting, Storyboarding and Production
After-Race Video Direction
Race Pack Design
Race Route Design and Plotting
Urban Obstacle Designs
We were also responsible in obtaining and working with our awesome partners:
Running Malaysia Magazine
MAYHEM was behind it all, with the exception of the event production and liason with the Ministry of Tourism and Culture, Perbadanan Putrajaya, Red FM, Vespa and Ultron. BloodRunner’s inaugural race took place on 31 July 31 2015 at PutraJaya, Kuala Lumpur, Malaysia.
We also took the liberty to design the race route and the one-of-a-kind urban obstacles to create a truly unforgettable obstacle race.
The response to this little social experiment was overwhelming. 250 unique organic Facebook shares in just 1 week; 500 in 2 weeks; 1,000 in just 5 weeks. All this without spending a single cent on brand awareness on social media advertising.
We knew weekends aren’t the best time to promote anything to do with fitness since this target group is going to be out doing something healthy. So we had to ensure that our audience heard from us on weekdays. Some of our strongest posts were about our obstacles (565 Likes, 508 Comments, 113 Shares) and in just 1 week, we managed to increase our organic engagement exponentially (Average Shares multiplied from 9 to 51; Average Comments increased from 20 to 158).