Chevron Houston Marathon
As title sponsor of the Houston Marathon, Chevron is always looking to up the ante and make each year better than the last. We kicked off the Chevron Houston Marathon by introducing the Power of Positive Energy campaign, which celebrated the big difference a little positive energy makes in powering through any challenge. After all, 26.2 miles starts with a single step.
I partnered with a phenomenal art director not only to come up with this campaign, but to take it to the finish line. The two of us worked on: 1) developing the campaign, including language, tone, look and feel 2) designing the layout of the Houston Marathon Expo footprint 3) brainstorming interactive experiential, digital and OOH elements to take the sponsorship to the next level, and more. I even traveled to Houston for man-on-the-street interviews, flagging down Chevron employees and friendly Houstonians to speak to them about well wishes for Marathon runners on race day.
I wrote every piece of copy on, in, or around the Chevron Houston Marathon Expo footprint, plus helped ideate around and create each activation. It was a massive undertaking, and I could never have done it without talented art director Lindsey Hays.
The Houston Marathon Expo: YOUston
We proposed a space at the expo where runners and visitors could take their photo to commemorate the race. We’d then upload their photos to multiple digital billboards around the city to send encouraging messages to the runners of Houston all weekend long.
‘We Got You’ Wall
This section of the Expo featured interactive wall at which footprint visitors could leave well wishes and notes for the runners. In the middle of the purple wall, a looped video montage included footage of Chevron employees and Houstonians congratulating runners and giving them pre-run advice. I traveled to Houston to get this footage, which involved writing interview questions, coaching (often camera shy) subjects into giving us a great sound bite, and reviewing and editing hours of video to write the scipt/create the clip.
Race Map + Cheer Cards
The next section of the footprint included a space for runners to pose with a photo opp featuring a course. There was also a space for friends/family of runners to fill out cheer cards to use on the course the next day.
Giveaways
Chevron asked us to include a space that would entice footprint visitors to pick up branded giveaways—including cowbells, a Chevron Houston Marathon tradition.
