Partnership:

SONIC THE HEDGEHOG and Medal Dash

Description:

Sega partnered with Medal Dash to promote their video game SONIC THE HEDGEHOG.

Medal Dash hosted the ‘Sonic Challenge’, a 5K/10K/13.1 that participants could run or walk to earn limited edition Officially Licensed ‘Sonic the Hedgehog’ Finisher Swag.

This event allowed participants to live life in the fast lane by simply running, walking, or hiking their choice of a 5K, 10K, or 13.1 anytime, anywhere between March and December 2022. Participants got to choose their location (their neighborhood, their favorite trial, or even a treadmill) and complete their chosen distance in one day (or they could split it up over multiple days). Then participants recorded their times and shared their race experiences & Sonic spirit with thousands of previous Medal Dash participants. Then they got to celebrate their victory with a limited-edition ‘Sonic the Hedgehog’ hand-painted die-cast medal, a keepsake bib, and a tech t-shirt, shipped right to your door.

There were three packages for participants to choose from:

  1. “Gotta Go Fast!” Package: MEDAL AND BIB ONLY: 5K/10K/13.1 Virtual Run/Walk
  2. “Sonic Speed!” Package: Short-Sleeve Shirt with Medal and Bib: 5K/10K/13.1 Virtual Run/Walk
  3. “I’m Outta Here!” Package: Women’s Tank Top with Medal and Bib: 5K/10K/13.1 Virtual Run/Walk

A portion of all proceeds from this event went to Feeding America.

Partnership Opportunity:
SONIC THE HEDGEHOG/Gaming & Esports
Company:
Sega
Partner/Category:
Medal Dash /Sports
Timing:
March 2022
Target:
Male
Female
Kids (6-11)
Tweens
Teens
Family
Adults 18-24
Adults 25-34
Adults 35-44
Adults 45-54
Adults 55+
Adults
Promotional Elements:
Collectible
Event / Activation / Experiential
Licensed Product
On Pack
Media Elements:
Micro site
Online
Social Media

Website and Social Media

Created On:
2022-03-30
Last Modified on:
2022-04-04
Companies Involved
Alex G
Alex G Senior Director of Licensing Sega
Tuck

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