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VIDEO: “Let’s Run with Nexen Tire” Marathon: The 9th Annual Korea Daily Love Share Marathon, held on Wilshire Boulevard, Los Angeles, CA.

The 9th Annual Love Share Marathon with Nexen Tire

Background
The Happy Village, a non-profit organization, sought to launch their 9th Annual Love Share Marathon, raising awareness about childhood obesity and raising funds. The marathon’s goal was to drive the cause and awareness into action by creating an experience where our communities can come together to run and walk down the heart of Koreatown for their Saturday morning.

Challenge
Happy Village wanted to identify a title sponsor & create the sponsorship package for the event, one that would align with the marathon’s purpose and the supported the larger community and Korean communities of Los Angeles at large. Happy Village, as a Korean-led non-profit organization, wanted to spread the awareness of childhood obesity & show of care that the Korean communities have for the all of Koreatown & Los Angeles.

Solution
Nexen Tire is one of the new and leading Korean global tire manufacturers to date. They had always been supporting the Korean communities in the US and looking for new opportunities to do so. Tires, after-all, are shoes for cars. Run with Nexen Tire came to life!

A full, 360-degree Title Sponsorship package was crafted and the strategies were presented it to Nexen Tire.

With their commitment, I collaborated with various stakeholders - Nexen Tire Marketing, Happy Village, LAPD, LAFD, LADOT, Runner’s Club - to plan the marathon in a weekend of September. I oversaw aspects, from planning, budgeting and logistics. Our team also orchestrated a comprehensive PR campaign from pre to post event. We planned for Nexen’s team to have a stationed ‘activation booth’ by the start/finish line, to create an opportunity for attendees to truly see, feel, and interact with Nexen Tire. We also planned to raffle off a full set of Nexen Tires for one special attendee.

Results
The event drew 3,000 attendees, transcending cultural boundaries, bringing people from all walks of life in our communities together. Attendees donned purple shirts, symbolizing Nexen Tire, fostering a further sense of unity and purpose for the day.

Nexen Tire left a successful and lasting impression through this marathon event, showcasing the brand’s commitment to community support and generating significant awareness. Attendees visited the tires at the activation booth, spoke with Nexen representatives, discovered Nexen Tires, and were impressed with how the Nexen Tire was Korean and striving to serve our communities in events as such. Overall, stakeholders, attendees, and organizers found the event to amount to huge success.