As a retailer of sports equipment, apparel and accessories, Sports Experts wanted to bring attention to its sponsorship of the Montreal Marathon in a creative way. As such, it created 'The Scrolling Marathon,' which was set up as a "42.2 km website" for Internet users to scroll through.
To make the online marathon experience as life-like as possible, The Scrolling Marathon even simulated the real altitude of the Montreal Marathon, adding a bit of resistance to one's downward scrolls.
In all, about 15,000 people participated in The Scrolling Marathon, and those who were able to make it to the virtual finish line were rewarded with sports gear that they'd be able to use in the real world. Even though the "lazy athletes" to "run" the virtual marathon might not seem like the types to run a real-world marathon, the winners of The Scrolling Marathon might find themselves inspired to devote themselves to a new physical activity.
Key Themes Behind This Trend
- Virtual Events
- Creating immersive online experiences that replicate real-world events.
- Gamification
- Using game mechanisms and reward systems to engage and motivate users.
- Digital Marketing Campaigns
- Developing innovative online campaigns to promote products or services.
Where This Applies
- Retail
- Using interactive online experiences to promote and sell products.
- Sports and Fitness
- Creating virtual competitions and challenges to encourage physical activity.
- Marketing and Advertising
- Leveraging innovative digital strategies to attract and engage consumers.
