Hitting A New Stride At The London Marathon

Few sporting events are so ingrained within a city’s identity as that of the London Marathon, establishing itself as one of the calendar’s biggest celebrations of what we can all achieve through dedication and determination; the event having grown an immense profile since its inaugural 1981 edition attracted 20,000 entrants.

For 2019, the Virgin Money London Marathon sought to further enrich the experience for those both taking part, cheering from the pavement or watching from home; utilising the benefits of social media to inform, activate and engage on a contrasting array of levels. Through structured planning and consistent communication with the Virgin Money London Marathon team, we helped to implement and execute a successful week of activity.

Though race day itself is the premier event which attracts the gaze of the world, the build up during the week features events and activities to further heighten anticipation ahead of the 26 mile challenge many have spent all year training for. In this respect, we were able to provide several distinct services to support the overall goals of the Virgin Money London Marathon during this crescendo of excitement.

Broadcasting live each evening via the official Facebook channel, we oversaw the 30 minute show  Long Run shows which included stars such as Mo Farah, Paula Radcliffe, Charlotte Purdue and David Weir; as well as contributions from excited competitors and Running Show attendees at ExCel.

We also retained a presence at the base of operations in order to attend photo calls and press conferences, generating content for social media and publishing timely posts informed by our agreed strategy and tactics. This assistance continued, encompassing live coverage of the marathon day itself, as we dashed across London to capture a diverse mix of material from professional and amateur athletes alike.

As a whole, we functioned in a support role for the most part, supplementing the official Virgin Money London Marathon activation plan; developing further responsibilities when overseeing the management of the Long Run live broadcasts. Sustained reactivity to events throughout the week of the Virgin London Marathon was made possible by our ability to generate, edit, repurpose and publish assets at a rapid speed to continually inform and engage those eager to stay up to date with all happenings at the Virgin Money London Marathon 2019.

Despite the whirlwind like nature of being part of London’s greatest mass participation event, it was soon becoming apparent our work was well on course to hit the agreed targets in hand, with the entire operation achieving several record breaking results:

  • Official #LondonMarathon tag received more than 1.2bn impressions on race day
  • Facebook video views increased by more than 70% from 2018
  • Instagram impressions during race week up 115%
  • Instagram Stories take 3.3 million impressions on Instagram stories