For the launch of SonyEricsson Xperia Active – a smartphone made for serious athletes – we decided to create the world’s first synchronised and decentralised Marathon, Xperiathon. This was the first marathon that you could run individually, wherever you want while simultaneously competing with people from all over the world. Xperiathon was free for the runners and all they needed was willpower and a smartphone with GPS and running app, where their individual accounts were connected to our website, allowing for real time display of race results.The event gathered over 500 runners from 37 countries in 17 time zones.