By hosting the Berlin Virtual Races in the adidas running app on the same day as the BMW BERLIN-MARATHON (September 24, 2023), we create an inclusive platform for runners around the world to experience the spirit of the live event. Participants can challenge themselves, set new goals, and experience the thrill of overcoming personal obstacles, regardless of their physical location and fitness level. ​

We bring the virtual races to life by highlighting unique app features like live tracking, cheers, and shareable content—all flavored with the Berlin Virtual Races look and feel. ​

Campaign goals:

40% Active participation

35% Finisher rate

10K race participants coming from adidas touchpoints

The Berlin Marathon is a prestigious race where legends are made, but you don’t have to run a world record to become one. Whether you run a 5k, 10k, or a half marathon, being a legend is all about setting a goal and driving yourself to win. ​

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Race yourself toward your own finish line, with the backdrop of the world-renowned BMW BERLIN-MARATHON and the adidas Running app motivating you toward your virtual medal. 

This campaign aims to get “recognition hunters” who want to participate in a major marathon event to see virtual races as a more accessible alternative by bringing the emotions and thrill of real-life events to the virtual experience.

Our target audience are runners who track their performance and are motivated by recognition of their achievements within the app environment. Around 80% of performance trackers are Gen Y and Gen X, interested in looking good and being fit. They are driven by setting and reaching goals. Almost 80% of recognition hunters are Gen Z and Gen Y. These users prefer to exercise in a group and enjoy competition. Both groups exercise regularly, usually four or more times a week.

Through multiple touchpoints tied together with the look and feel of the real-life Berlin Marathon, we encourage and motivate these users to participate in virtual races on the day.

The campaign was live July 25-Sept. 24.

Touchpoints included:

THREE VIRTUAL ​RACE DISTANCES

RACE ADVERTISING AND EXPO PRESENCE​

On the ground advertising in Berlin highlighting the adidas Running app and our loyalty program. ​

OOH:​

Posters and floor stickers in subway/public transit​ with QR code to join

Digital advertising for the virtual races along the racecourse

UA & ASO ADVERTISING

Cut downs from hero film aimed at driving app downloads and race sign-ups

HERO FILM

The hero film depicts a typical user in the segment “recognition hunter” participating in a virtual race. He imagines his race – through the streets of Berlin, hearing the voice of the commentator reporting on his performance. There are brief crossovers into reality (e.g. grabbing a banana from an aid station which is actually a fruit stand), but only in the final reveal do we know that his race is virtual.

95% of Active participation goal completion

103% Finisher rate goal completion

103% goal completion race participants coming from adidas touchpoints

Raffle sign ups: 45,280 à Best performing raffle ever, in terms of sign-ups 

2.5M app store impressions​

3.4M OOH impressions