Smart Strategy + Great Merch + Timed Reveal = 10x Sign-Ups on Day One
Runway wanted their launch to be more than just a moment—they wanted it to be the moment. The goal? Send an exclusive, buzz-worthy gift to investors, founders, and customers that would create serious hype, build excitement, and have everyone talking. But coordinating this kind of campaign—without getting tangled up in logistics—required a partner to bring the vision to life.
That’s where Brilliant comes in.
Working behind the scenes, Brilliant helped Runway execute a next-level gift strategy that had their signature style all over it. Here’s how they made magic, and we just made sure everything went smoothly:
Runway kicked off the anticipation by reaching out to their VIPs weeks before the launch, letting them know something special was headed their way. Think of it like rolling out the red carpet for what was about to drop.
Runway went big with Alpha Industries bomber jackets, each one customized with embroidered patches and a quantity number—because who doesn’t want to be one of only 200 people with a limited-edition piece? We helped source and coordinate production, making sure everything was just as they envisioned.
Every jacket was paired with a personalized, handwritten card, because Runway doesn’t do anything halfway. The card included a link to their launch page, adding that personal, thoughtful touch that made everyone feel like a special unicorn.
Here’s where things got really interesting. Each gift came inside a time-locked duffel bag.No one could open the gift until the countdown timer hit zero. There was also a QR code on the bag that led to their launch page, with a synced countdown, to create a collective ‘big reveal’ moment. Talk about building suspense!
Runway wanted to keep their focus on an epic launch while Brilliant ensured seamless execution behind the scenes. From coordinating multiple vendors to managing kitting, packing, and shipping, every gift arrived on time, looking flawless.
"Just received a bag in the mail with a time-controller lock. What do you think is inside?"
“🚀↗️ in 24 hours, finance will be unburdened by what has been”
If you were wondering what was inside the time locked launch day bag for Runway, it's a really nice bomber jacket 👌
Runway’s campaign didn’t just land—it made waves. On launch day, their carefully crafted gifts sparked excitement across social media and beyond:
Runway dreamed up an unforgettable launch, and Brilliant was proud to be their behind-the-scenes partner, helping them execute every detail.
