| Situation
MSN (Microsoft Network) was sponsoring the NYC Marathon. The marathon was supported by 3 months of heavy advertising, public relations, and event marketing. The challenge was to create an online marketing program that could integrate all the elements of the event.
Strategy
We delivered unprecedented data and technology to the running community through a co-branded MSN-NYC promotional Web site. The site consisted of 120 pages of content which traked runners in realtime as they ran the race. To generate awareness of the Web site, each party’s offline and online media commitment was leveraged to the fullest to include mentionings of the Web site.
Tactics
- Integration into the MSN channel network
- Two sweepstakes
- Real-time race results
- Digital images and streaming video
- Official NYC Marathon community
- Race memories
- Training tips
- Screensavers
- FAQ’s
- NYC Tourism Information
- Splits second calculator
- Opt-in newsletter program
- Live chats with athletes
- Daily weather module
- Daily "Fact-of-Day"
- Shopping
- ChampionChip Tracking
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