Silk Almond Milk: Run to the Red Carpet
Rose Bowl; Pasadena, CA
Challenge
Educate and generate awareness by introducing new drinkers, yogurt fans, the dietary restricted, and health-conscious individuals to SILK Almond Milk, Oat Milk, and Yogurts through event programming occurring around the 2018 'Progress is Perfection' campaign. The 4.3 mile race encourages racers and walkers of all ages to constantly go for your goals and engage in community connectivity and self-discovery.
Approach
Staying true to Silk’s 2018 'Progress is Perfection' campaign, Trigger(House worked closely with Silk to plan and execute the longest-ever Red Carpet race on Saturday, February 9th 2019. With host Kellie Pickler, the event drew over 1,000 registrants and progress-makers of all shapes and sizes to run, walk, and skip down the record-breaking red carpet race….all 4.3 miles. Located at the iconic Rose Bowl, all would win by simply completing this challenge. By registering for the event, participants would be entered to win a grand prize and three lucky progress-makers would be selected and whisked away for an evening of glitz and glam in prep for one of Hollywood’s biggest nights in music, The Grammys. Prior to the run, participants would be able to declare their progress on the progress goals board and no red carpet would be complete without a step & repeat! This step & repeat would serve as the ultimate finish line photo where groups would go to capture and celebrate their progress, instantly receiving their photo via email to share on social channels.
