TransLantau
By UTMB
The 9 Dragons Ultra is a brutal 3-day stage race with the only 50/50 combo in Asia, pushing runners across over 9000m of vertical gain in Hong Kong’s steepest terrain. Lhane created and executed a targeted social media calendar, blending countdowns, live updates, and branded sponsor content. Working with partners, we delivered high-impact posts and stories that captured the race’s intensity while ensuring sponsor visibility throughout the event.
WHAT WE DID
WHAT WE DID
Building momentum before the first step.
Lhane created a dedicated week-long social media calendar leading into race weekend, designed to build excitement, inform participants, and spotlight key moments — including the expo, elite athlete arrivals, and course highlights. The content rollout ensured consistent engagement, kept the community informed, and amplified anticipation across all platforms in the crucial days before the race began.
Bringing sponsors into the spotlight.
We designed and scheduled dedicated posts to highlight event sponsors, seamlessly integrating branded content into the race weekend narrative. These posts were tailored to align with sponsor objectives and were strategically placed throughout the weekend to maximise visibility, engagement, and brand alignment - all while maintaining the event’s authentic tone and storytelling style.
Real-time storytelling from the trails.
Throughout all three race distances, Lhane produced live posts and stories directly from the course — capturing key moments, athlete highlights, and the raw emotion of race day as it unfolded. This on-the-ground coverage brought the energy of the event to life on social media, keeping followers engaged and informed in real time, and extending the reach of the race far beyond the trails.