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Adidas Run Tracker (Marvellous)
Brand: Adidas
Category: Case study
Agency: Marvellous
Region: UK
Timeline: 13 April
Adidas UK asked Marvellous to amplify their sponsorship of the London Marathon. Knowing that marathons are crowded places for brands, Marvellous set out to create a highly innovative application that could enhance running in and watching the event, adidas Run Tracker was born.
To create the application, Marvellous assessed the existing technologies used for the marathon – RFID chips in runner’s shoes, timing mats, outdoor digital sites, and combined these with ubiquitous mobile tech – SMS and WAP. The result was an application that allowed spectators to track their friends running in the marathon, in real time.
Execution
Using a live feed from the marathon’s timing database, Marvellous developed a mobile service that allowed spectators to follow competitor’s progress as it happened on their mobile phones. Not only did this service allow users to track competitor progress it also enabled them to find the best location to lend their support.
Spectators entered the competitor’s name and number into adidas branded WAP
information. In order to assure that the application works properly Marvellous tested and overtested the application. Although 50000 runner were registered for the marathon and they were expected to cross a certain milestone line in over 30 minutes, we have simulated 100000 runner updates over a 12 minutes period. The project was undertaken under pilot parameters and it wasn't advertise. The only offline marketing activity that was run to support this campaign was at the pre-race expo where leaflets and posters were deployed. Adidas Marathon Runner Locator was a success.
Results
Over 10% of competitors in 2008 were tracked - very high considering the service was not promoted
4,320 people used the app on the day
107,241 pages served
A first for the London Marathon that they will definitely support next year
Positive word of mouth on runners chat rooms (see below)
My wife managed to track me pretty much all the way around the course with this... absolutely brilliant.’ – John Murray, London.
‘It was thrilling for us in the USA to track our daughter's run yesterday, we had an image of when she crossed each marker and it showed a tiny route map of that section of her run. It was the next best thing to
being there in person cheering her on’.
‘Our daughter's entire family LOVED using this adidas service!’
‘He managed to chase around London cheering me on in 4 different locations because he knew exactly where I was at all times, and as able to tell me my exact finishing time when I had finished. Cannot recommend it enough’.
