Public events for amateur athletes are more popular than ever. Whether running together, inline skating or wading through the mud, such events are trending. For probably more than 90% it is only about being part of the experience. There are only a few chances to be among the first and best. For just this large part of the participants, the Czech running event “RunTour” has come up with additional, inspiring metrics with a simple and effective idea – in order to further improve the motivation, the individual experience and the merchandise sales.
For their idea the RFID transponder, which was sewn into each start number, was easily reprogrammed. Now it not only counted the individual run time, but also how many other runners each participant has overtaken. As a gain and motivation, there was a 1% discount on all merchandise products for each overhaul. Regardless of the position everyone was back in contention.
According to organizers, the merchandise sales increased to 394%. Nearly 80% of participants improved their performance and registration numbers for the next running event increased by 12%.
The campaign was developed and implemented by the Prague agency Geometry.
(Editiorial text and project. Please contact us for change requests.)