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Article | Journal of Digital Marketing and Communication | Volume 6 - Issue 2 - 2026 | 260−279 | https://doi.org/10.53623/jdmc.v6i2.1330
© 2026 by the author(s), and is licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) License Creative Commons Attribution 4.0 International (CC BY 4.0) License

Instagram Content Strategies for Promoting Regional Sports Events: A Case Study of MC Run Tegal 2026

Author(s): Himawan Ardhi Ristanto , Mohammad Kamal Bustami , Khairan Puji Lestari , Imam Budi Prasetyo
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Universitas Harkat Negeri, Jl. Pendidikan No. 1, Tegal, Central Java, 52142, Indonesia

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Journal of Digital Marketing and Communication

Volume 6 - Issue 2 - 2026

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Regional sporting events increasingly rely on Instagram to attract prospective participants. However, limited research has examined how local event organizers with limited resources integrate promotional, relational, and protective communication strategies within a single social media account. This study investigated the Instagram content strategies employed by the official account @mcruntegal to promote MC Run Tegal 2026, a community running event in the Bregaslang region (Brebes, Tegal, Slawi, and Pemalang), Central Java, Indonesia. A qualitative single-case study design was adopted. The primary dataset comprised 26 Instagram feed posts published between 1 April and 31 May 2026, supplemented by Instagram Highlights, the official registration page on Gelar.in, and semi-structured interviews with three members of the organizing committee's marketing communication team. Data were analysed using qualitative content analysis with a hybrid deductive–inductive coding framework informed by Integrated Marketing Communication (IMC), the 3E social media marketing model (Educate, Entertain, and Engage), and risk communication theory. Six principal content strategies were identified: consistent visual branding, educational and entertaining content, distance-based audience segmentation, phased ticket sales emphasizing scarcity, personalized administrator interactions in comment sections, and anti-fraud communication supported by account verification and sponsorship visibility. According to the organizers, all 2,000 tickets were sold well before the event. However, because ticket sales and audience engagement were not statistically examined in relation to content exposure, these outcomes were interpreted as contextual indicators rather than direct evidence of marketing effectiveness. The study contributes an integrated analytical framework that positions IMC, the 3E model, and risk communication as complementary dimensions of strategic coordination, content engagement, and trust protection in regional event promotion. The findings suggest that local event organizers should adopt a balanced Instagram content strategy that simultaneously informs, engages, and protects prospective participants.

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SUBMITTED: 08 August 2026
ACCEPTED: 27 October 2026
PUBLISHED: 4 November 2026
SUBMITTED to ACCEPTED: 80 days
DOI: https://doi.org/10.53623/jdmc.v6i2.1330

Cite this article
Ristanto, H. A. ., Bustami, M. K. ., Lestari, K. P. ., & Prasetyo, I. B. . (2026). Instagram Content Strategies for Promoting Regional Sports Events: A Case Study of MC Run Tegal 2026. Journal of Digital Marketing and Communication, 6(2), 260−279. https://doi.org/10.53623/jdmc.v6i2.1330
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