Run & Beers 5K
Product Experience • Brand Activation • Event Strategy • Community Growth
A simple concept — run 5K, get a burger & a beer — exploded into one of Caracas’ most viral events.
What started as a joke became a 3,000-runner race and a 5,000+ person festival, driving massive brand recognition for Joker Burger.
The Challenge. No Games.
The Idea
We designed a brand experience instead of an ad campaign:
A 5K race where the reward wasn’t a trophy —
it was a burger and a beer. Simple. Fun. Unforgettable.
The Execution
We built the entire event from scratch in under 60 days:
- Partnered with Polar Beer, Tataki Sushi, fitness influencers & running clubs
- Created full event branding, kits, medals, and runner identity
- Coordinated permits with firefighters, ambulances, and road police
- Structured operations for 2,300 burgers/hour delivery
- Produced 7,000 burgers over two days
- Built a seamless registration flow that hit 1,000 users in 2 hours
- Everything was designed around
flow,
experience, and
safety.
The Results
The Results
- 5,000+ attendees A festival-sized crowd, all centered around the brand.
- 3,000 registered runners From an original goal of 100–500 participants.
- 8,000+ burgers sold / given out All prepared and delivered through a synchronized operation.
- Massive influencer momentum, Running clubs, fitness creators, and celebrities posted organically.
- A cultural moment People still talk about the event today — it outgrew the brand itself.
How this experience benefits YOUR business
I help brands create:
- Viral concepts that drive massive organic traction
- Scalable event strategies that turn customers into communities
- Brand activations that feel premium AND fun
- Complete flows from idea → logistics → execution
- Digital presence & systems that support high-volume campaigns
- If you want a brand that stands out, we can build it.