Lotte Wellfood announced on July 2 that it has selected Kian84 as the model for its ice cream brand Seolleim and will host an experiential running event called the 'Seolleim Run.'
The Seolleim Run is scheduled for September 5 at the Misa Hangang Park in Hanam, Gyeonggi Province. The event will feature a 10-kilometer timed race with 3,000 participants. Tickets will be available on a first-come, first-served basis from July 10 to August 26. Each participant will receive a kit that includes running sunglasses, a T-shirt, a timing chip, and a completion medal.
The race will include a course where participants can enjoy ice cream while running, along with various cooling programs designed to provide relief during the event. Kian84, the brand's model, is expected to attend and engage with participants in various activities.
An online promotion will run in conjunction with the offline event. From July 1 to September 4, Lotte Wellfood will hold a Seolleim purchase verification event, offering prizes to participants. More details about the event can be found on the official Seolleim Instagram page.
Through this campaign, Lotte Wellfood aims to connect with the growing running community and convey the refreshing image the brand seeks to promote. The company plans to enhance marketing effectiveness by integrating advertisements, social media content, and both online and offline promotions.
A Lotte Wellfood representative stated, "We are expanding consumer touchpoints so that Seolleim becomes the first brand that comes to mind when people think of refreshing moments. Through this campaign, we will deliver the unique refreshing experience and joy of Seolleim to many consumers."
The Seolleim Run was first held on August 31 last year under the concept of a 'heated running competition.' The event featured a single 5-kilometer course with special mission segments, allowing participants to cool down with cold Seolleim ice cream after completing various challenges.
* This article has been translated by AI.
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