Women's Marathon 10th Anniversary
MOTIVATING THOUSANDS OF WOMEN TO RUN A HALF MARATHON.
Imagine a run with pre-race massages, chocolate miles, and an exclusive Tiffany’s necklace as the finisher medal. Some call it a pipe dream, we call it the 10th anniversary of the Nike Women’s Half Marathon. To capture and inspire the women’s running market, we gave women what they asked for—13.1 miles (and more) of non-stop excitement and surprise and delight decadence. Leading up to the race we hosted personalized gear up activities around San Francisco, including butlers in bow ties handing out Tiffany blue Nike shoes on a silver platter. But the fun didn’t stop on the left coast. We brought this hugely successful half marathon to Washington, D.C. where we shifted our approach to target a younger race demographic by integrating the Nike+ App into registration and activating on college campuses. We also built and managed multiple other digital pieces, including a member services reward app and shoe reservation system, hyper-lapse and trailer videos, RFID welcome walls, and on course motivation with custom animations. The races captivated an audience of over 35k female runners and over 4k of the world’s smartest men.
The Results: Largest women’s running event in the world. $150 million raised for Leukemia & Lymphoma Society. 850k+ likes on Instagram across 3 Nike channels. 300% growth since the first NWM. Broke Nike one day sales record
Award: 2008 Event Marketer Ex Award - Best Proprietary Property (Consumer)