There is an entire generation of Oklahomans that has no memory of the Alfred P. Murrah Federal Building bombing on April 19, 1995, and therefore, no connection to the Memorial Museum and the OKC Memorial Marathon. When our client expressed concern about not having enough participants in the 2013 race, we had less than a month to sell out registration.
Beyond needing more participants, the Marathon also needed to be understood. This wasn’t just about marketing a race. It was about safekeeping the memory of the Oklahoma City bombing and all that encompassed it: the Marathon, the Memorial, the Museum, and the emotions.
Social media went crazy. Everyone engaged and pushed the campaign forward. It went so well; the sentiments created for this campaign are still used today. The hashtags keep going and going, just like they should—in a way that will keep the memory of April 19, 1995 and the resilience of the community spotlighted.