Bloomberg Brings Spirit of Competition to the Streets
“Think global. Act local.” It’s a phrase you can’t escape these days, whether it’s in reference to environmental issues or marketing initiatives. For Bloomberg, it’s the mantra that drives its Square Mile Relay races. The annual team-building events, and their corresponding spectator villages, engage the brand’s premium client base. In 2016, the program was bigger and better than ever, hitting four continents and resulting in 162 percent year-over-year growth of Bloomberg’s Instagram and Facebook followers.
What began in 2006 as a single race in the City of London, colloquially known as the Square Mile, has evolved into a seven-city program that brings the spirit of competition out of the boardroom and onto the streets. Ten-person teams, comprised mostly of Bloomberg’s high-profile clients, train together for months leading up to the event, which in 2016 was refreshed to reflect purpose-driven messaging. Case in point: The brand leveraged employees as volunteers to staff the events, and each race included a local non-profit community partner. But the engagement extends past the relay, thanks to each event’s spectator village. The footprints provide sales teams a place to mingle with clients, and include food and beverage tents, team selfie stations and a dj. To amplify the experience, teams in each city are given the freedom to customize their spectator village with culturally relevant engagements, like the signs that lit up with Chinese characters for the 2016 Shanghai race.
When the program reached the finish line, Bloomberg had earned more than eight million #WeRunThisCity social impressions and increased race participation by 38 percent, year-over-year.