Backyard Ultra Amsterdam

01

The Kickoff

Sport is deeply embedded in the DNA of Pinchhitters. We love challenges, big and small, and actively seek them out. When we saw the opportunity through the Twiske Swimrunners—of which co-founder Robbert is also a member—to further professionalize the Backyard Ultra Swimrun Amsterdam, we didn't have to think twice: time to get the event ready for the next round.

02

The Game Plan

We started with a completely new identity. Contemporary, independent, and with Amsterdam as a major asset. In the logo, we brought the dynamic nature of swimrun to life with swimming and running, colors from the nature of Het Twiske, and a clock as a nod to the backyard principle. We extended that identity into a new website, dedicated social channels, content, and a merchandise line featuring swim caps and running shirts.

But a great brand alone doesn't fill a starting grid, of course. That is why we deployed our media expertise to reach the right athletes. Not just based on who the algorithm thinks is an endurance athlete, but based on actual behavior. With Smart Location Targeting, we activated people who were actually present at triathlons, open-water races, and ultra-races. We combined that with Meta, socials, email campaigns, and partnerships with organizations including TKO Europe.

Exactly how we like to work: branding, creation, and media not as separate disciplines, but as one game plan.

03

The Score

In just one year, the number of participants grew from 70 to 240 from 7 different countries. The event gained its own brand, dedicated social channels, new sponsors, and merchandise that was in high demand.

And because at Pinchhitters we prefer to participate rather than shout from the sidelines, we were at the starting line ourselves too. Not as the most important part of the campaign, but precisely the way we approach our work: when there is a great challenge, we are happy to take it on. And after 10 hours, we ran and swam our way to the finish line too.

In just one edition, Backyard Ultra Swimrun Amsterdam grew from a successful local initiative into an event with a solid foundation for the future. Next year, we are going for the next round. With even more participants and hopefully also a good number of clients at the start line.

Ready to score?

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