The web, widely used by the athletic community to seek information, measure results and share achievements, was the basis of our platform to attract users and shape game features. An authentic marathon experience was created on a dedicated site that served as a registration center, source of information and results, and integrated Facebook and Twitter where runners share their results immediately without having to leave the platform. Social media steered the conversation that ignited a feverish exchange of advice among participants. To further promote the virtual marathon, a call to action was aired on ESPN, co-branded banners were placed on both partners’ sites, and posts on Facebook and Twitter amplified reach and further engaged runners. The winning team received accessories and Gatorade for a month while the individual winner received a trip for two to Miami, registration to run the Miami Marathon and star in a TV Gatorade capsule.

The Virtual Marathon generated a viral effect where each participant reached an average of 5,000 people; more than 8 million impressions. Race day generated an average of one tweet per second for three consecutive hours. A total of 10,278 tweets were generated during the Marathon. Positive comments increased by 75 % amongst runners who ran 80,000 virtual kilometers, enough to run twice around the world! Participants deepened their knowledge about hydration and learned new technical information, not only for the virtual race, but to improve their performance in real life.