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Aurora Games

Part immersive festival. Part international competition. All focused on celebrating female athletes—and starting a movement.

The Aurora Games Festival approached The Martin Group for social media support of its inaugural, international, and women-focused athletic competition, set for Albany, New York’s Times Union Center from August 20-25, 2019. In response, our team took the six-day event concept between Team Americas and Team World, and turned it into a participatory anthem for female athletics everywhere. With inspirational messaging and imagery, a camaraderie-informed social media voice, and a poignant hashtag (#JoinTheMovement), we announced the Games as both a call to action and complement to the female-led momentum of the moment. Over the course of six months, this pointed strategy populated Facebook, Instagram, and Twitter to generate ticket sales and interest; educate consumers about the forthcoming events, athletes, and involved partners and sponsors; and add followers to all Aurora Games social media channels.

1.2

million impressions across Facebook and Instagram during the campaign

8.1%

engagement rate per impression, exceeding our projected goal

2x

social media following during the week of the games