We created the perfect Nerf experience on a mass scale. We wove Nerf events throughout the Color Run journey: TV ads, ad hoc website and pre-roll game websites created pre-event excitement. On the day of the run, some geo-located ads encouraged families to join the closest stage of the competition. At the start and end of the race, a 200 mq Nerf-Arena allowed fathers and sons to compete in safe and exciting games. They continued their Nerf interaction along the run, where two Nerf pit stops were set up allowing participants to win extra color sachets.

55,475 registered runners were part of the Nerf Color Run experience. 7% (3,500) of them participated in a Nerf play moment before, during or after their run, delivering more intense Nerf trial moments in one day than Nerf does in a whole year! We made the news, with reports in national newspapers like Gazzetta dello Sport and refreshed this toy’s awareness, as the Nerf website views have been boosted by 30,000 additional viewers, an increase of 121% vs year ago. And did we get kids outside playing with Nerf? Yes! Sales increased by 28% vs previous year.