Postmates set out to make their brand part of the Los Angeles lifestyle by showing up at one of the city’s defining cultural moments: the LA Marathon. Because 40% of runners had never run a marathon before, Postmates positioned itself as the ultimate support system before, during, and after the race. CNC partnered with Strava to create sponsored segments and routes near key merchants to support race prep. On race day, Postmates fueled runners at mile 23 with “Delivery Runners” handing out items like beet pickle juice and mini bottles of cold brew, while Issa Rae made a surprise appearance at a branded food truck to amplify the moment on social media. The recovery moments continued at the finish line, where a food truck offered a carb load featuring select merchants. By owning the entire runner’s journey, the campaign generated 1.3 billion total UVM reach and over $9.4 million in earned media, proving that Postmates delivers exactly what LA needs.