Organic cows have a lot more outdoor exercise than other cows. Bio-Suisse made this come alive with a special action for the consumer to be experienced: The world's first cow-marathon.

There was a Microsite - featured and before the start of the race you could bet on a cow online.

For each of the 10 participating cows there was information available for age, fitness and breed.

Via Google Maps you could also see, where the grazing field of each cow was.

Inkl. a ranking - A continuously updated ranking of the leading cows and the state of the marathon was also featured.

The cow that first covers the distance of 42,195 Kilometers wins. During the campaign, activity on the Facebook-Site rose more than fifteenfold. National and international media covered the story, having more than 6 million readers learning about the story. Thats more viewers than at the New York Marathon.