On Track Nights, LA
May 2024 | Los Angeles, CA Social Recap | Event Page
Project Role
Large-scale branding, build out, and storytelling in Olympic-ready stadium
Develop North American strategy cross-functionally
Produce and direct full-scale concert with @superduperkyle & @chloeabbott
External & internal communication, timing, and staffing
Managing external and internal stakeholders and partners
Lead the first of the global On Track Nights event series
Full omnichannel project management and event production of tier 1 event
End-to-end management of $750k budget
Media partners: Citius Mag, Meta Endurance
Influencer Involvement: @aliontheun, @jaekicho, @superduperkyle, @iamkirstenferguson
Project Impact
Quantitative Impact
Increased awareness and consideration of target consumer:
2,500 attendees (4k on broadcast)
11% retail sell-through
2.8 million impressions via storytelling partners
4.5 million owned social reach
4.4 earned media reach
10+ press hits
1,982,000 Paid Media Target Impressions
98% to allocated budget
Accomplished 5/5 major project goals: brand engagement, social shares, press hits, positive sentiment, and earned media
Qualitative Impact
“I've never been to anything like that before and I had such a great experience.”
“USATF and World Athletics should have been there taking notes on how to put on a real track meet.”
Media Features
Project Timeline
Jan 2023
EXPLORE, STRATEGIZE, SCOPE
Project exploration and concepting. Identify project objectives, goals, & KPIs. Develop strategy with global campaign team and all channel leads. Determine project strategy, messaging, and product focus. Identify roles and responsibilities. Confirm venue & external partners.
COLLABORATE, MANAGE, PLAN
Make critical project decisions. Determine deadlines & execute. Project manage all teams involved. Create key docs (workback schedule, staffing grid, run of show, floorplan, and more). Full management of budget and resources.
EXECUTE, PROBLEM SOLVE
May 2023
Oversee all vendors and 40+ staff onsite. Execute large-scale event timeline and brand build. Ensure smooth operation, communication, and premium execution of all facets of event. Help manage talent and athlete relations. Reconcile budget and recap project performance metrics with all channel leads.