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Brand, Content, Activation

St. Jude Children's Research Hospital

St. Jude Ride Run 5k 2017


Creating a community that cares.

The St. Jude Ride Run and 5k is a one-day family fitness event, benefiting St. Jude Children’s Research Hospital. Founded in 2012 by multi-time supercross and motocross champion, Ryan Dungey, the event combines his love of fitness with a cause that is very important to him and his family. In 2005, Ryan lost his grandmother to cancer and has since dedicated much of his charity work to finding a cure. Hosted at the beautiful Afton Apple Orchard in Hastings, Minnesota, the event features a variety of course lengths as well as a race village with all sorts of entertainment and activity.

St. Jude teamed up with OctaneLabs with the goal of increasing the marketing outreach and development for the event, in order to cast a wider net of resources for additional donations. What started off as a single objective, would later fuel a larger partnership for years to come.

Amanda Cahow

Midwest Regional Director, St. Jude

As a national brand with local presence, OctaneLabs recognized the importance of maintaining our brand standards, while also giving our organization a local voice. Their team provided us with creative branding ideas that helped us reach our audience while at the same time navigating our complex organizational requirements. Not only did they over-deliver on all of our requests but they also consistently made us feel like a priority.


Starting with a clean slate.

One key feature we wanted to focus on for this event was unity. It was critical for growth to make sure everyone who wanted to be apart of the event, knew how to get involved and participate in some form. To make sure the event allowed the entire family to join in and be apart of it, we added new courses for kids to do a smaller run and/or ride. A 5k walk was also incorporated so anybody who wanted to, had a chance to get moving!

We decided to rethink the on-site experience and change the way it was marketed, creating a local message and event experience that was inclusive and relatable to everybody. This allowed us to market the event in a new form and played a major role in the growth of the event.


Capabilities that go the extra mile.

Along with providing marketing strategy, OctaneLabs was also responsible for the event branding and production of all event signage. Staying true to St. Jude’s extensive brand guidelines, we were able to add a creative-spark to the on-site experience.

For printing the signage, we were able to demonstrate our ability to scale vertically by implementing our subsidiary, Axel Graphix. This allowed us to produce all of the visual components for the event and let St. Jude consolidate their vendor list, increasing efficiency for more brands to become part of the event.


Using personal platforms for the greater good.

On top of Ryan Dungey coming out to the event, some other major influencers showed up to the event to help raise awareness. Amongst Ryan, this list would also include two other major icons in their own fields. 14-time X-Games Medalist Tucker Hibbert and Country Singer Dustin Lynch, would both come together with Ryan. From the wide range of influence these three have on social-media, they were able to create a massive presence online and reach a tremendous amount of people. It was amazing to see how many people were touched and inspired to get active. The stage was set for an amazing event, and now we had to get everybody moving!


Amplified reach and results.

The event resulted in a major success. This was all due in part from creating a strong local-presence, targeted marketing the event to families and fitness enthusiasts, as well as helping shape the on-site experience. The participants substantially increased by 87%, and the donations also made a huge impact! We were able to raise nearly double of last year’s funding, and landed just below a quarter of a million dollars.

Our goal for next year is to keep growing the festival, moving forwarding with Ryan and St. Jude towards the fight of ending childhood cancer.

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