The Hot Chocolate 15/5k is a RAM Racing event that was gearing up to go national beginning in 2012 with six brand new races in cities all across the country. To introduce our brand to those new markets and generate some web traffic in the process, I devised a multi-platform marketing campaign centered around a 30-day RV promotional tour across the entire United States -- the Will Run for Chocolate Tour.
The Will Run for Chocolate Tour crew set up at events with various retail partners across the country where we would serve hot chocolate, give away some Hot Chocolate racing gear, capture customer information for future marketing purposes, and film / tweet / live-blog / live-stream every step of the way.
I hired two of my friends to travel with me and create the content, while RAM Racing hired an "Emmy-award winning" producer who helped develop a web series chronicling the entire journey. The first two episodes from that series are below, along with some media promo videos and press photos.
All told, the tour was a huge success and helped launched the Hot Chocolate 15/5k brand, which is now one of America's largest racing events in over 14 cities and still growing. But don't ask me about that. Ask me how the RV had a "run-in" with some local wildlife in Arizona, or how only one of the three of us made it through the entire tour, or how the world famous Bunny Ranch in Nevada was almost an un-official tour stop.