Participant at the Diplo’s Run Club and Vidae Coffee activation in Miami

Project case / Miami / January 2026 / Consumer Activation, Partnership & Sampling

# Diplo’s Run Club × Vidae Coffee

Turning a major Miami cultural moment into a consumer activation.

PROJECT RECORD

**Market / date**
Miami / January 2026

**MXU role**
Partnership integration, campaign strategy, consumer promotion, experiential activation, product sampling, and on-site brand presence

**Engines**
Partnerships & Campaigns / Experiences & The Circuit / Media & Original IP

THE OBJECTIVE

## START WITH THE ROLE.

Integrate Vidae Coffee into Diplo’s Run Club ahead of the Miami Marathon through a campaign and live activation that connected purchase behavior, access, visibility, and sampling.

01

## Strategy

- Develop a campaign giving consumers the opportunity to win Diplo’s Run Club access through Vidae Coffee purchases.
- Use the live event to extend the brand into the experience through product sampling.
- Document the activation through published MXU film and authentic photo stills.

02

## Execution

- Developed the consumer-promotion mechanism ahead of the event.
- Integrated Vidae Coffee into Diplo’s Run Club through on-site product sampling and brand presence.
- Captured MXU’s published 4K activation film and a curated set of fieldwork stills.

DOCUMENTED RESULTS

## WHAT HAPPENED.

- 01
  Approximately 8,000 runners at the event.
- 02
  Product sampling in front of the run-club audience while Diplo performed.

A pre-event purchase mechanism and live sampling presence designed to increase Vidae Coffee’s visibility around Diplo’s Run Club.

PROJECT MEDIA

## THE MOMENT IN MOTION.

Published by MXU on YouTube. Select play to watch the documented activation film without leaving the case study.

[Watch on YouTube](https://www.youtube.com/watch?v=aSKAImTOVOE)

Play film

PROJECT MEDIA

## FROM THE DAY ITSELF.

A curated set of authentic MXU photo stills from Diplo’s Run Club × Vidae Coffee. Images document the fieldwork and complement the published activation film where available.

MXU archival still from Diplo's Run Club fieldwork

MXU archival photo still of the Diplo's Run Club activation

MXU fieldwork still from the Diplo's Run Club Miami setting

MXU archival still documenting Diplo's Run Club fieldwork

MXU fieldwork still of participants at Diplo's Run Club Miami

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