Buttered calves, flying chickens and other ideas to steal

In short Seven campaign ideas, from the neighbourhood bakery to the charity, each with its zone, suggested settings and what it can bring you, plus three mistakes to avoid.

Before you start

The brands below are imaginary; the ideas are very real. The numbers are starting points, to adjust to the number of matching runners the site shows you before launch.

We don't give you a standard pay: it depends on the prices set by the runners of each race. The site shows you how many of them match the pay you offer.

The descriptions fit within the 140-character limit and speak to runners informally, like everyone on Leg Up. And always check the race rules: some ban zones or exclude brand sectors, and Leg Up enforces them.

1. "Buttered calves"

Description: "Pick up your tattoo at the shop, run the half with it and drop by after. Golden calves, like our croissants."

• The brand: a neighbourhood bakery.
• The race: its town's half marathon.
• The zone: one calf, either side.
• Settings: 40 runners maximum, 15 to trigger. First to commit are in. Pickup at the shop, during opening hours, in the days before the race.

Why it works: pickup brings runners into the shop. Nothing stops them leaving with a baguette. On race day, your neighbours run with your name in front of other neighbours. Hard to be more local.

2. "Wanted: flying chickens"

Description: "Slim calves, brave heart: we're looking for chicken legs ready to take off over 42.195 km. Chicken is a state of mind."

• The brand: an energy drink.
• The race: a big-city marathon.
• The zone: both calves.
• Settings: 500 runners maximum, 300 to trigger. First to commit are in, with a training-activity filter. Home delivery. Plan time for the proofs: 500 photos to check is a whole weekend zooming in on bibs (without your answer within 5 days, they're validated automatically).

Why it works: "chicken legs" are many runners' skinny calves, and many are proud of them. A campaign that turns them into a badge of honour is shared self-mockery, not mockery.

3. "Breathe, you're at mile 18"

Description: "At 30 km, look at your forearm: we left you a message. Breathe in, breathe out, only 12 km to go."

• The brand: a meditation app.
• The race: a marathon.
• The zone: one forearm, either side.
• Settings: 150 runners maximum, 60 to trigger, with a "first marathon" level filter. Applications to review, to read the bios. Home delivery. Posting option.

Why it works: the forearm is the only zone runners see themselves while running. Your brand is there exactly when it's useful: the famous wall at 30 km. And a first marathon gets talked about, with or without your hashtag.

4. "Hiring people who go the distance"

Description: "Dev, finance, support: we're hiring. Wear our logo on your shoulder and pick up your tattoo at our office, coffee on us."

• The brand: a start-up that's hiring.
• The race: its town's 10K.
• The zone: one shoulder, either side.
• Settings: exactly 20 runners ("all or nothing"), provided the site shows you well over 20 matches. Applications to review, of course. Pickup at your office, end of day. Posting option.

Why it works: pickup becomes a visit to your office, without tie or interview. Runners have the stamina you're looking for, and race photos will make a great "Join us" page.

5. "The perfect pair"

Description: "Two calves, two tattoos, zero odd socks. We're looking for runners who never do things by halves."

• The brand: a sock brand.
• The race: a half marathon.
• The zone: both calves.
• Settings: 100 runners maximum, 50 to trigger. First to commit are in. Home delivery.

Why it works: the tattoo sits just above your product, the story writes itself. A "both calves" campaign targets runners who rent both: plan a pay that covers both. Only constraint, slightly ironic: remind runners in the campaign channel to avoid long socks that day.

6. "Front and centre"

Description: "One forehead, one cause, 21 km to talk about it. We're looking for runners ready to wear their convictions in full view."

• The brand: a charity raising awareness for its cause.
• The race: its town's half marathon.
• The zone: the forehead.
• Settings: 30 runners maximum, 10 to trigger. Applications to review. Home delivery, for lack of premises for pickup. Posting option, with the cause's hashtag.

Why it works: the forehead is the spot photographers see most. Runners who agree to wear a cause there don't do it by halves, and they'll talk about it. A modest minimum gives it every chance to take off. Budget-wise, pay can go as low as €5, but the lower it is, the fewer runners get the offer.

7. "Smile, you're on camera"

Description: "A tattooed cheek, a finish-line selfie, a post with our hashtag. Glasses optional, smile compulsory."

• The brand: a sunglasses brand.
• The race: a spring marathon.
• The zone: the cheek.
• Settings: 60 runners maximum, 30 to trigger, with a minimum follower count. Applications to review. Home delivery. Posting option (extra fee, hashtag, accepted networks).

Why it works: here, the content is the product. The posts are the runners' own, in their own words. A follower count doesn't guarantee an audience, but a genuine finish-line smile beats plenty of studio shots.

Three mistakes to avoid

A minimum set too high

If the site shows 320 matching runners and you require 300, you're betting on near-unanimity. At worst the campaign is cancelled and you're refunded, but you've missed the race. Keep a margin, or raise your pay to reach more people.

A deadline set too late

By default it falls 15 days before the race: time to validate runners, print and send the tattoos. Pushing it back cuts that time and leaves runners fewer days to get organised. The site won't let you set it right on race day, but that's no reason to flirt with the limit.

Forgetting to say where to pick up the tattoos

In pickup mode, the address and hours appear in the offer before anyone commits. The site requires them, but "at head office, by appointment" is barely better than an empty box. A precise address, evening or weekend slots: you'll get more runners. No convenient place? Choose home delivery.

Give your brand a leg up.