The brief
Bring Red Bull into the marathon expo as a genuine pre-race touchpoint rather than a stand to walk past — registration through to a live leaderboard, product sampling and flavour education, in the one or two days before runners raced.
Delivered Scene work
Red Bull Pace Breakers
A three-day activation at the Cape Town Marathon Expo, engaged through MCG Specialists to lead activation and promotions for Red Bull on the ground.
Client and contextRed Bull · Cape Town Marathon Expo, via MCG Specialists
Year2026
Scene roleActivation and promotions lead, team of five
StatusDelivered
Scene's role
Tennielle led activation and promotions on the ground for the full three-day weekend, running a team of five through registration flow, promoter briefing and live floor management, and capturing 718 individual runner interactions.
What worked
Brand sentiment was strong throughout. Runners engaged even when they didn't want to test their pace before race day, and the format opened a natural opening for product sampling and new-flavour education that the team used well.
What it taught us
The clearest lesson was about timing: runners protect their energy in the days before a race, so a mechanic like this needs to support race preparation rather than compete with it. That finding shaped the recommendations carried into future activations.
Experience world
An activation designed to move.
The imagery shows the branded environment, the team on the ground and genuine audience engagement across the expo weekend.
