THE OBJECTIVE
Elevate a brand’s sponsorship of a sporting event that can’t happen.
The 2020 marathon was always going to be a bit different. Without crowds of spectators, its sponsors had to work a little harder to get noticed. That’s when Buxton called us…
Image copyright PA.
Image copyright PA.
Image copyright PA.
THE INSIGHT
Without the encouragement, buzz and cheers of spectators, athletes would feel every one of those 26.2 miles.
OUR JOB
To amplify Buxton’s ‘Don’t Give Up, Rise Up’ messaging to athletes participating virtually and use the momentum and reach of the iconic event to inspire others to participate.
STIRRING EMOTION
A call to arms to support and create belonging in new, remote ways.
THE STIR WAY
What if the route itself was the thing to inspire and encourage athletes?
We partnered with Strava artist Anthony Hoyte and influencer Joshua Patterson using the virtual marathon route to spell out ‘RISE UP’. Seven sports and wellness influencers created supporting content showing how they rose up to get to the start line too.
Impact and implications
Output
39
pieces of coverage secured across 4 national titles, 27 regionals and 8 consumer & trade titles.
Outtake
86M
editorial campaign coverage reach.
Outcome
6.5%
engagement rate of Joshua’s Instagram post – one of his best performing ever.
