London Marathon

Virgin Money London Marathon Case Study

Two years ago, 28th April 2019, saw the most recent live in-person Virgin Money London Marathon take place covering the infamous 26.2-mile route around the capital with over 40,000 runners taking part from all over the world. 

The race also marked PaceUp’s first collaboration with the London Marathon Events team as we were engaged to help deliver the Race Week Social Media Strategy across all digital channels. Two years on from the race, as we still await the next real life edition, we’ve recapped the project in the case study below to highlight how we worked and how it could work for you and your events.


The brief was simple – help London Marathon Events to deliver an extensive social media strategy on event week, covering seven days of activity with four persons on site, with the goal of making the event one of the most visible mass participation events digitally in the world. 


PaceUp provided four team members to the London Marathon Events team to help with a range of social media focused activity. This included planning, content creation and scheduling of content across all event channels – Instagram, Facebook, Twitter and YouTube. Over and above the platform-specific content schedules, we assisted in the delivery of the inaugural Long Run, in collaboration with the event’s video production partner Sportsbeat, a four day show streamed live online from the London Marathon ExPo and then later each day from event HQ with special guests including Sir Mo Farah, Paula Radcliffe, David Weir and Charlotte Purdue.

On event day all efforts were focused on delivering as much valuable content as possible from the range of events taking place across the weekend, culminating in the elite and mass participation runs on Sunday. 

From pull quotes at press conferences and the finish line for Facebook, to Instagram Lives with athletes in the press zone, live tweet updates throughout the day, to capturing the efforts put in from runners of all ages and abilities around the course through photography. The amount of content generated was vast and helped to deliver the most successful event to date in terms of reach and engagement digitally over the course of the week and on race day. 


The results were record breaking. Across social media at the time 2019 was the London Marathon’s most successful week in the event’s history with the official #LondonMarathon receiving 1.27b impressions on race day alone. Facebook video content received 4.3m views during Race Week, while Facebook posts received over 30m impressions. Over on Instagram it was much the same with 8.6m impressions during Race Week and 3.3 million impressions on Stories.

The result for PaceUp was a very happy client and one that retained our services through 2020 as we switched attention to the London Marathon’s first ever virtual event – yet another successful collaboration between London Marathon Events and PaceUp’s social media team.

How we can help you

If you’re part of an event organisation or associated to a mass participation event in the running, cycling, triathlon or adventure sports sector then we’d love to hear from you. Our in-depth knowledge across creating and delivering social media strategies, combined with our on-event experience and an enthusiasm for the outdoors and endurance sport, create the perfect mix to scale up visibility and reach of your event before, during and after race week. 

From content planning and generation of video, photography and graphic assets to support your event, to the community management process engaging and providing a human connect with your audiences. We’d love to chat. Get in touch today.