April 14, 2014

Spring Festival combing 5K, Live DJs, Color... welcome to Holi Run

This past Saturday, our teenage daughter said she was going to a running event with her friends.  I didn't quite understand because she's not particularly into running at all.  Then, she told me it was an event called Holi Run, so I looked it up and realized it's an event inspired by the ancient Hindu religious festival, primarily observed in India, Nepal and other regions of the world with large Hindu populations.  The Holi Run event is a spring festival that combines a 5K, live DJ and a carnival atmosphere with lots of color.

Through Wikipedia, I learned that Holi is celebrated at the approach of the vernal equinox and the festival signifies the victory of good over evil, the arrival of spring and for many a day to have fun with friends, laugh, get drenched in color, forget and forgive.

By looking at the photos uploaded to her Instagram, I realize that for this generation event marketing takes on a whole new meeting.  As a marketing professional, it makes me think that to connect with this demographic we need to consider mashing up culture references like music, sports, entertainment... where social connection is the new currency.

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