Jimmie Johnson Runs a Different Kind of Race
Seven-time NASCAR champion Jimmie Johnson set out to complete a different kind of race- the Boston Marathon. Working with Johnson’s partner Gatorade Endurance and the Boston Athletic Association, Reine Digital created a comprehensive social plan that maximized Johnson’s training and eventual running of the prestigious marathon. With strategic on-site execution from the Reine Digital team, Johnson’s Boston efforts became the most successful non-race specific campaign on his channels.
"From ideation to execution, Reine Digital made the integration of Jimmie and Gatorade Performance during the Boston Marathon seamless. The result was a program that brought our brand to life with an athlete in a truly authentic way. The social metrics speak volumes on the success of this program which will go down as one of my favorites during my time on Gatorade’s Endurance team."
-Michelle Martin, Senior Manager Brand Marketing, Gatorade