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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.


million impressions across Facebook and Instagram during the campaign


engagement rate per impression, exceeding our projected goal


social media following during the week of the games