Integrated, yes. But more than simply mirroring the other, each channel had a specific job to do. One piece of creative built on another, with the website being the nexus point for the entire campaign. All the elements culminated in a 'big high' at the finish - kinda like running. Weird. Objectives: obtain 100,000 unique site visits with 10% event registration conversion; acquire 80 participants per training run for a total of 2,000 unique; achieve a 40% opt-in rate.

Strategy: fuel the city with energy by generating a disruptive buzz in Toronto to mobilize everyone to run to escape the suffocation of city life.

Results: unique visitors to the site and race event registrations on target; training-run participation-tracking ahead of target by 25%; opt-in rate exceeding projections; advertising reach/frequency goals on target.