John Hancock Races Ahead with Digital Campaign

John Hancock RunBold

The #RunBold social media push welcomes public participation and has launched across Instagram, Facebook and Twitter

John Hancock has rolled out a social media campaign offering the public an opportunity to appear on one of the 26 banners slated for display on Boylston Street, leading to the finish line. Dubbed #RunBold, its aim is to generate excitement heading into the 120th Boston Marathon installation.

As principal race sponsor, the brand hangs hundreds of street banners for the event annually, but has never before invited the public to become involved in the aforementioned manner. Beginning 1 March 2016, fans can visit a dedicated website to upload a personalised image to be in the running.

Photos entered will be positioned across a digital banner featuring one of the following buzzwords: gratitude, passion, pride, dedication, inspired, drive, psyched, believe, heart, strength, glory or spirit. The banner image can be saved for personal use or submitted for possible selection.

To be considered, the digitised product must be posted before 21 March 2016 using social media channels such as Instagram, Facebook, or Twitter, while accompanied by the #RunBold hashtag. All entries will be showcased in an online collage via the said website; 26 submissions will be converted into street banners.

“The Boston Marathon is an iconic race. We think this effort will generate many creative entries and also provide several lucky members of the marathon community with an opportunity of a lifetime,” said Rob Friedman, Head of Sponsorship and Event Marketing at John Hancock.