The Challenge
ASICS challenged us to maximise their key sponsorship of the 2011 Gold Coast Marathon, with the aim to deliver both the innovative utilization of technology that their brand is known for, while creating a whole new level of brand engagement and empowerment for everyone at the event.
The Idea
Running a marathon is one of the most challenging things people will ever do. It’s the ultimate test of physical endurance; stamina and mental strength set over 42 grueling kilometres.
The Gold Coast Marathon was the perfect opportunity to engage and connect runners with the one thing that could help them make it to the finish; their supporters.
So ASICS created Run With Me.
A new way for runners to connect with their friends, family and support network, to make them part of the marathon experience… in real time.
Using RFID technology, Massive 20m+ screens, real time social updates and google mapping technology, video recording stations and more!
The Results
As a new concept for runners in Australia, the ASICS Run with Me campaign experienced significant levels of engagement from participants and supporters alike.
The success of the campaign was quantified by the volume of supporter content created and displayed during the event. It was so successful, ASICS are rolling their out to events across Australia.
Supporter Messages Recorded / Uploaded:
- 6000 support messages uploaded to campaign micro site
- 1000 video messages created at the event expo
- Almost 2000 (15%) runners connected their run with Facebook
- Over 35% of all runners had messages left for them
Website:
- 25,850 unique visitors to the campaign micro site
- Average time on site 03:30 minutes
