The document discusses Joe Ariniello's social media work for the inaugural FroYo Run season in 2015. He created the hashtag #WillRunForFroyo to promote an on-site contest and sharing on social media for the 2015 and 2016 FroYo Run events, which has received over 4,700 posts to date. The document also contains a section with photos from FroYo Run events to showcase the brand and experiences Joe helped build.