Maurten and NN Running Team decided to create a Strava based virtual race – where four runners divided the marathon distance amonst themselves, each running a quarter marathon each – to drive consumer engagement.
We created a web based system with information about the challenge where all runners easily could create accounts and you could also create a team, or join an existing team. If you created a team, you could send invitations to those you wanted to join. The users could of course connect their accounts to their Strava accounts in order for this system to get their running activities.
Once a team had all four participants’ result for the quarter marathon, the system calculated the team’s total time and the team then ended up in the leaderboard.
Throughout the activation, the web site and the users’ email addresses were used to market Maurten’s products.