By Mindy Chu
Every year in the heart of our campus, foodies and fitness fanatics fill their iron stomachs with 2,400 calories and a dozen donuts over five miles and one hour.
The Krispy Kreme Challenge was the brainchild of the university’s Park Scholars in 2004. Since then, the event has raised funds for the North Carolina Children’s Hospital, and runners from across the country participate; however, the number of runners in the race has been steadily decreasing over the past few years and students in COM 476 are focused on helping organizers increase participation. COM 476, taught this Spring by Dr. Jessica Jameson, is the capstone course in the public relations concentration in which students create real-world communication plans for organizations that ask the class for help.
Dr. Jameson said the purpose of the plan is to give race organizers a solid path forward. “We want the plan to provide guidance to help the race regain its former status,” she said.
The Krispy Kreme Challenge has been a Wolfpack-must before graduation for many students. It even received national attention from Sports Illustrated placing the race 85th on its list of “102 More Things You Gotta Do Before You Graduate.”
Camille Uzel
According to seniors Daniel Fay and Camille Uzel, the dwindling participation suggests that a former NC State tradition has become tired and just needs an energy boost.
Fay and Uzel, working with classmates Allie Byrd and Rebecca Martin, are currently conducting research that includes surveys to past runners. One focal point of their research is the use of promotional codes. Promotional codes offer runners specific discounts for signing up early, signing up with a group or club, or just for signing up. Fay and Uzel are tracking how often these codes are used and which codes are the most popular. “If there is one thing college students love more than good food and good times, it is saving money on good food and good times,” Uzel said.
Daniel Fay
They have designed their campaign to focus on the use of social media to spread the word and promotional videos to excite potential runners and bring back the passion the Wolfpack once had for this unique race.
The City of Raleigh allows up to 8,000 race participants on the streets at one time. Fay and Uzel hope to flood the streets of downtown Raleigh with students at Krispy Kreme Challenge 2017 because 2,400 calories, 12 donuts, five miles and one hour is an unforgettable experience.