A sprint to the finish with Facebook Events

Race series organizer CoolEvents exclusively uses Facebook Events to introduce its night time runs to people and encourage them to buy tickets, resulting in a 20% increase in ticket sales year-over-year.

“Facebook is our one and only advertising channel. We tested other mainstream social media platforms but they don’t work as well Facebook allows us to easily run individual campaigns for each of our races then test the success of each of those campaigns.”

Bill Spata, Co-Founder, CoolEvents

Their Story

Running for the kids

CoolEvents hosted its first nighttime race in 2013, and has since hosted thousands of races across the country, including its Blacklight Run and Foam Glow 5K. CoolEvents hosts 3 to 4 events across the country every weekend, so Facebook has been critical in reaching the right audience for each event in each host city. The race series also shares its profits with local children’s charities.

Their Goal

Lighting up registrations

CoolEvents’s goal is to increase ticket sales to their events by 20% each year.To continue racing toward this objective, the company exclusively uses Facebook Events to both promote its races and encourage people to register.


Reaching colorful runners


The company creates a Facebook Event for each of its races, then uses Facebook ads to encourage people to respond to the event, and to register and purchase tickets through its website.


CoolEvents uses event metrics in Page Insights to identify people reached through its Facebook Events then develops a Lookalike Audience based on this group.


The team also uses interest targeting to reach men and women aged 18–34 who live within 25 miles of the race location and who are interested in running and competitor organizations.


The race series implemented the Facebook Pixel on it’s sign-up page and website to identify and retarget it’s highest potential audience.

Their success

Sprinting to success

CoolEvents’s use of Facebook Events, paired with a smart advertising strategy, have helped the brand reach its growth targets. The company, which now uses Facebook exclusively to promote its races, also achieved:


Year-over-year increase in event attendance


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