Case Study

Client: VIRGIN MONEY
Project: EXTRAMILE

A social conversation uniting
London Marathon runners on
their journey to race day.

The Extramile digital platform gave runners a place to share the highs and lows of their marathon adventure, creating a social experience around the biggest fundraising event on the planet.

DIGITAL

Extramile.co.uk was the digital focal point for the campaign.

In the 4 months leading up to the marathon, runners shared their inspiration, the things keeping them motivated and the unexpected challenges of training using #extramile – with content from Twitter and Instagram flowing instantly into a collective timeline at extramile.co.uk.

The ‘Stories’ area of the site gave runners the opportunity to share longform content - from their best training session in week 6 to the unfortunate injury in week 8 and the playlist they perfected in week 12.

Visitors and content snowballed with each passing week, as more and more runners embraced the chance to share their marathon journey.

DIGITAL

Extramile.co.uk was the digital focal point for the campaign.

In the 4 months leading up to the marathon, runners shared their inspiration, the things keeping them motivated and the unexpected challenges of training using #extramile – with content from Twitter and Instagram flowing instantly into a collective timeline at extramile.co.uk.

The ‘Stories’ area of the site gave runners the opportunity to share longform content - from their best training session in week 6 to the unfortunate injury in week 8 and the playlist they perfected in week 12.

Visitors and content snowballed with each passing week, as more and more runners embraced the chance to share their marathon journey.

PERSONALISATION

Extramile.co.uk also gave runners the opportunity to set up their own
personal timeline.

By connecting their Twitter and Instagram accounts and their Virgin Money Giving fundraising page, runners could record all of their #extramile updates, photos and fundraising milestones together in one place.

A custom extramile URL made sharing personal timelines easy, helping to encourage fundraising donations from friends and family who could see all the hard work runners were putting in to their marathon training.

WEEKLY FILM SERIES

To further inspire people to share their journey using #extramile, a weekly short film
series was created.

The films followed the stories of four inspiring marathon runners – two injured ex-servicemen, Ibi and Duncan, running for Walking With The Wounded, and two people, Melissa and Stephen, affected by blood cancer running for Anthony Nolan - as they prepared themselves to take on 26.2 miles.

MEET THE RUNNERS

AMPLIFICATION

Partnering with key running bloggers and online magazines, earning visibility in 20+ titles including the Guardian Running Blog, Runner's World and Athletics Weekly.

UK and international charities backed the campaign, encouraging their runners to contribute stories to extramile.co.uk, as well as using the hashtag in their own social updates.

RUNNER GALLERY

All 37,000 London Marathon runners visit the Expo at the ExCeL Centre in the Docklands in the four days leading up to the race, to pick up their race bib and timing chip.

Each runner was invited to take a picture with their race number and share their image on social media using #extramile, encouraging last minute fundraising donations and contributing to the growing timeline at extramile.co.uk.

MARATHON DAY

On race day, the course branding brought
the hashtag onto the streets of London, encouraging the 450,000 supporters
and volunteers to share their support
socially for all the runners.

The #extramile message was also prominently positioned on the start and finish gates visible to a BBC TV audience of over 6 million people.

For those who crossed the finish line, they used #extramile to show off their hard earned medals and celebrate becoming the alumni of the 2015 London Marathon.