THE BIG IDEA
Abbott is all about helping people live “Life. To the fullest.” To activate this idea at the Chicago Marathon, we didn’t just broadcast the brand’s slogan – we put people at the center, creating custom photography and branded video content in real time that captured the exact moments when participants were truly reaching their fullest potential.
HOW DID WE GET HERE?
Insight: The Chicago Marathon, sponsored by Abbott, already had a lot of social media conversation both during and leading up to the event.
Opportunity: To join the existing conversation around #ChiMarathon in the most impactful way possible, a dedicated Abbott/SOCIALDEVIANT newsroom team stood by to shoot key sections of the race, draft copy, edit video, and publish and boost content as the race was happening.
Results: In the end, the activation garnered over nine million social impressions in just three days. Abbott’s fans and followers grew by 135% across all their social channels and our real-time content generated double the average engagement on Instagram.