Corporate Challenge Virtual
VIRTUAL + DIGITAL EXPERIENCE
TRANSFORMING A HISTORIC RACE INTO A VIRTUAL EXPERIENCE.
In March of 2020, we were ready to announce the 44th annual J.P. Morgan Corporate Challenge—the world’s largest corporate running event, offering professionals from all industries and at every level a unique opportunity to connect and compete. Due to COVID-19, everything changed. We revised our strategy and capitalized on this opportunity to #RemixTheRun, shifting our activation virtually. Participants around the world selected from one of 15 anchor locations nearest them in eight countries (and six continents) and ran their own 3.5-mile course—socially distant and without crowds. We promoted the event with videos starring Kevin Hart, scripted and directed by OBE. We also produced remote video shoots with international partners to create additional content that represented all participating markets. In addition, we worked with technology partners to design and build a website and accompanying app, allowing participants to register, create company teams, and track their results against a global leaderboard on multiple platforms. Our event utilized fitness as a catalyst to celebrate teamwork and create a global moment of togetherness when people needed it most.