ORACLE

Social media marketing: How City Sports turned tragedy into a triumph

When the catastrophic events of the 2013 Marathon Day struck, Boston-based running store City Sports sprung into action. Nearly everyone in Boston rallied around the city and the victims of the Boston Marathon bombings on April 15, but City Sports was in a unique position to help. We had a lot of ties to the running community and wanted to charge. Thanks to the power of smart digital and social media marketing, we were able to spread the message and recruit help not only in the city of Boston, but also engage our supporters worldwide.

City Sports quickly became a catalyst for constituents to give back to those affected by the attack. We partnered with other businesses to support the One Fund, a fundraising effort initiated by Boston Mayor Thomas Menino and Massachusetts Governor Deval Patrick to assist victims and families of the attacks.