# Virtual Race Day Campaigns Tata Consultancy's 'This Run' Campaign Celebrates Runners By Ell Smith | Published 2020-11-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/tata-consultancys-this-run References: [adweek](https://www.adweek.com/brand-marketing/tata-consultancy-services-marks-a-november-without-a-nyc-marathon/) & [tcs](https://www.tcs.com/) [Tata Consultancy's](https://www.trendhunter.com/trends/wokd) 'This Run' campaign is celebrating the resilience of runners on the date of the now-cancelled New York Marathon. Running the New York Marathon is a dream for most runners as the environment, energy and crowds are unlike anything else. Like most public gatherings, this particular race was cancelled this year, prompting Tata to respond by remind consumers of its [virtual race-tracking capabilities](https://www.trendhunter.com/trends/runningman). Apps using Tata's technology enable runners to recreate some of the feelings of race day, with in-app noises like crowds cheering, or virtual medal ceremonies. In a statement, the CMO of [TCS](https://www.trendhunter.com/trends/puresport-and-pastaio-soho), Rajashree R said “The spirit of running is still very relevant, especially in today’s time...We felt this had to be a campaign that brings the entire spirit of running together.” Image Credit: Tata Consultancy ## Trend Insights (Trend Hunter) - Score: 0.6/10 - Popularity: 4% | Activity: 4% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Virtual Race Day Experience:** Opportunity for companies to leverage technology and create immersive virtual events that replicate the experience of physical events. - **Gamification for Fitness:** Opportunity to integrate game-like elements into fitness apps, increasing engagement and motivation for users. - **Cloud-based Sports Technology:** Opportunity for technology providers to offer cloud-based solutions for tracking, analyzing and enhancing sports performance. ### Where This Applies - **Sports Technology:** This trend presents an opportunity for sports technology companies to create innovative solutions that enhance the virtual experience of athletic events. - **Fitness Apps:** This trend presents an opportunity for fitness app developers to integrate gamification features and create engaging, interactive experiences for users. - **Event Planning and Management:** This trend presents an opportunity for event planning and management companies to offer virtual event services that provide an experience similar to physical events. ## Related on Trend Hunter - [Running-Inspired Global Campaigns](https://www.trendhunter.com/trends/run-as-one.md) - [Vibrant Runner-Targeted Commercials](https://www.trendhunter.com/trends/puma-southeast-asia.md) - [Immersive Virtual Marathons](https://www.trendhunter.com/trends/virtual-marathon.md) - [Inclusive Marathon Campaigns](https://www.trendhunter.com/trends/runner-321.md) - [Multi-Faceted Virtual Competitions](https://www.trendhunter.com/trends/online-10k-challenge.md) - [Wellness Athletic Campaigns](https://www.trendhunter.com/trends/soft-wins-campaign.md) - [Running Lifestyle Capsules](https://www.trendhunter.com/trends/run-city.md) - [Inaugural Global Treadmill Championships](https://www.trendhunter.com/trends/global-treadmill-championship.md) - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md)