Mizuno & HA get picture perfect amongst Marathon madness

written by Melina

Last Sunday, more than 38,000 inspiring runners took part in the gruelling 26-mile course across London: The 35th London Marathon. One of the highlights of the sporting calendar, the London Marathon sees people from all walks of life, from professional athletes to two blokes sharing a camel costume, all coming together to break records and raise thousands of pounds for charity.

Last week, Hel’s Angels worked alongside Mizuno at the Virgin Money London Marathon Expo at the Excel Centre in London’s Docklands, with running legend Paula Radcliffe officially cutting the ribbon to open the expo and kick-start the celebrations! At the Expo, runners taking part in the Marathon collected their official running numbers, and visited an array of top sports brands exhibiting there. More than 30,000 people, runners and spectators alike, visited the Expo over the 4 days leading up to the Marathon.

The Mizuno stand consisted of an interactive photo share booth, with Hel’s Angels staff inviting consumers to have their photo taken in front of a London skyline backdrop. Consumers were able to write messages of support for their chosen charities/friends or family running in the Marathon, then upload the photo to social media, using the hashtag #ifeverybodyran. A simple concept yet very effective!

Hel’s Angels staff interacted with nearly 2000 people, with over 700 photos taken.

Apart from this being a generally lovely promotion, this also shows us the effectiveness of photo technology in experiential activity, a trend that has been around for a while but is still proving a success with both consumers and clients. There is something special about being able to capture an experience in a photo, and we have found people really seem to respond positively to this. Brands are not only giving the consumer a special take-home memory of their experience, but also indirectly amplifying the brand activation through circulation in social media.

A HUGE congratulations to our inspiring Angels who successfully completed the London Marathon, Susie Wokoma and Phillipa King.