The Capital One Bank & Dallas YMCA Turkey Trot started 43 years ago at White Rock Lake and has since grown into the largest Thanksgiving Day event of its kind in the country. It’s the undisputed “Way to Begin Thanksgiving Day” for thousands of locals, as well as for those who travel to experience the great event, and the Dallas YMCA and Capital One Bank wanted to promote it through digital marketing. When the two organizations came to us, we had only 60 days to make that happen. Luckily for us, we love a challenge.
We began by immediately creating and implementing a comprehensive social media campaign. We then launched a full scale digital PR campaign aimed at garnering coverage for the Trot. Finally, we created graphics and print designs for the Turkey Trot, including one of our famous friend — Tommy the Turkey.
We only had 60 days, but in that time, we managed to double the Trot’s fans on Facebook and earned coverage in 41 blogs. In the end, our efforts led to a record-breaking number of people attending the Trot. Oh, and the event also won a Guinness World Record for having “the most individuals dressed as turkeys.” That’s a success by anybody’s standards.