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How Sponsoring Brands can use Temporary Tattoos at Marathons

Sep 19 2016   |   4 min read

Standard Chartered Marathon, Singapore
Owing to this interest of the general public, Singapore witnesses a galore of running events. The Colour Run being one of those fun-filled running events which has a definite potential to attract masses to the streets for a necessary health bites. The Color Run is 5K run organised with a theme “Take a 5K vacation in your city”. This year the event took place on the 20th and 21st of August at Sentosa Palwan Green with a Tropicolor Zone. Known to be “Happiest 5K on the planet”, the Color Run is a worldwide commemorating the festivity of joy and fitness. Lashed with a Super Cool after party featuring palm trees, bright colors, and tropical powders, Color Run provides a participant kit having the essentials of enjoying it to the fullest.

Coming to the successful organisation of running events, sponsors play a vital role. They are the ones backing these events and helping out financially where needed. A lot of this help is mutual and comes in trade of the exposure and promotion the brand would get at the event. There can be more than one way to execute promotion, like banners, flyers etc. However, setting up a temporary tattoo booth is one of the best ways in which these brands could not only connect to the public in the most efficient manner but also add to the fun activity of the event. One can have custom temporary tattoos designed for the event which also has the brand name and logo on it. This booth can be set up at the entry of the event or at the finish line. People love to take remembrance out of these events and what can be more interesting than wearing it on the body!!!

Talking about an actual implementation of this temporary tattoo booth, Haribo, the international manufacturer of sweet products like jellies and liquorice actually implemented this idea at the 2016 Color Run event. It had set up a counter for distribution of sweets alongside temporary tattoos. The customized temporary tattoos were manufactured by Gumtoo for using at the tropicolor event. It was bright and colourful, embarking a sense of happiness in everyone who applied it. Team Haribo was very much pleased with the kind of overwhelming response they garnered from the public.

Fun Haribo baskets with sweets and temporary tattoos at Color Run Singapore

A running event is for fun and fitness. People like to cheer up, enjoy and have a frolic time. They are likely to avoid any extravagant things.
Often credit card and financing companies are seeing sponsoring these events, hence it is obligatory for them to have a counter of their own. Everything falls in the correct place except for when they try to sell something. Point to be noted here is that they should try to promote their brand at running events not sell products because at such events it is the last thing one would like to do. Keeping temporary tattoo at counters, as evident from the Haribo example can just be the right idea to engage the public in brand promotion.

The Singaporean culture of running benefits everyone involved in it and theme based running events are pretty exciting to watch out for.
Come on Singapore — Keep up the running spirits!!!


Author:

Rekha

Rekha is content strategist and editor at Gumtoo. Rekha is an art and craft enthusiast, she likes working with mixed mediums such as clay, glass and tiles. Fluent in 5 languages, she plans to learn French someday.

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