Branded Entertainment is something many brands in Peru talk about, but few actually bet on. Therefore there aren’t many successful cases nor many restrictions, except those related with media/announcer self-regulation: no contents that undermine morality or promote discrimination or glorify unlawful behaviour. Broadly speaking, the current situation can be described as a mix of skepticism and expectation. Content is something thatsounds trendy but not many clients are sure works and this campaign was a chance to show them wrong.

A race that lasts 10 years means not only ten years of running, but ten years of anecdotes, experiences and life stories. The idea’s immense storytelling potential demanded the creation of an online platform and a series of web films, to launch the concept and showcase some of its most admirable protagonists. People eager to re-connect with life, like a handicapped person, a 70+ grandfather, a cancer survivor, inspiring others to follow their amazing stories and write their own ones.

The power of sharing through social media, detonated by the uniqueness of the race and of each story, did the rest.

- The race was a resounding success. 9,000 people ran --20% more runners than theother longer-established marathons-- reaching top capacity authorised by the city council

- Participation went beyond the original base: 68% of runners had never been to the previous incarnation of the race

- Tickets were sold at higher rate, in a shorter time than ever before

- 95% runners declared willingness to keep participating

- The brand not only achieved high levels of awareness, but 93% of the audience declared to be satisfied by its image

- The web films obtained over 1’000,000 views, 25,000 likes and 33,000 comments

- US$ 25,000 of digital media budget, transformed into US$ 700,000 of free media in over 40 different newspapers, tv and radio stations