XPERIATHON by Volontaire for Sony Ericsson

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XPERIATHON

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Sweden
Agency Volontaire
Released October 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: SONY ERICSSON
Product/Service: XPERIA ACTIVE
Agency: VOLONTAIRE
Media placement: Microsite - Www.xperiathon.com - 20 October 2011
Media placement: Facebook - Https://www.facebook.com/xperiathon - 20 October 2011
Media placement: Twitter - Www.twitter.com/xperiathon - 20 October 2011
Media placement: Banner - Runnersworld.se - 20 October 2011

Insights, Strategy & the Idea
In order to launch the new SonyEricsson Xperia Active – a smartphone made for serious athletes – we decided to create the world's first synchronised and decentralised Marathon, Xperiathon. This was the first marathon that you could run individually, wherever you want while simultaneously competing with people from all over the world. Xperiathon was dubbed 'the loneliest marathon'. We gave runners all over the world the opportunity to experience a totally new kind of marathon. Together, yet still alone. It was free for the runners and all they needed was willpower and a smartphone with GPS and a running app, like RunKeeper, MapMyFitness or Endomondo. First prize was a place at the starting line in the since sold out New York Marathon, while the 40 fastest runners won the new Sony Ericsson smartphone Xperia Active - the best workout phone you can imagine.

Creative Execution
The news about the world's loneliest marathon and Sony Ericsson's new smartphone Xperia Active, was spread via word of mouth through forums and blogs on running and training. Through Twitter and Facebook, Sony Ericsson motivated runners and built anticipation until the race. To generate even more viral effect, a series of films were produced starring internet phenomenon/meme 'Forever Alone Guy' (the loneliest person on the internet). The films spread through internet forums such as 4chan, reddit and know-your-meme and generated over 100 000 views on YouTube. During the race, visitors on xperiathon.com could track runners around the world geographically, in real-time.

Results and Effectiveness
The project gathered over 500 runners from 17 time zones and 37 countries, had a deep impact in the running community and reinvented the concept of what a marathon could be in a connected age.

The campaign message reached over 400,000 Twitter accounts and the internet films were viewed over 120,000 times.

Because of the success, Sony has decided to make Xperiathon a yearly recurring event.