Happy 10K is a mass participation series for amateur runners in China. The series takes place from August to December and passes through several enthusiastic sports cities. Each race attracts approximately 5,000 - 10,000 participants.
New leisure sports product for China
The five month Happy 10K running programme held in the cities of Beijing, Shanghai, Changzhou, Shenzhen and Huizhou, provides brands with an effective engagement platform across China. Owned by Infront there are synergies for cross promotional options with other Infront properties. The non-competitive and community-oriented nature of the events, positioned for beginners, feature a number of brand engagement options both during the actual races and entertainment activities alongside. Participation from family and team groups is encouraged, with additional Fun Runs for families with children featured strongly on the event line up. Furthermore, training camps and VIP events in each of the cities provide additional commercial power for relevant brands.
Extensive social media outreach
Online, the popular Chinese social media channels Weibo (weibo.com/happy10k) and Wechat (@Happy10k) established in Chinese language are used to keep participants up-to-date of all key event information and to engage with runners on a daily basis. Sponsorship packages extending to the online platforms, including the www.happy10k.cn official website, create additional touch points for commercial advantage in the key market.
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