Social Media Case Study: Standard Chartered Mumbai Marathon 2013

standard chartered marathon
Brand Name:

Standard Chartered Mumbai

Agency Name:

Flying Cursor Interactive & Rickshaw

Objective:

To take the Mumbai Marathon beyond the streets and into the hearts of Mumbaikars.

Execution:

They got instagramers to capture the flavours of the city.

From flamingos of Sewri to the vintage Irani hotels, from Victorian heritage to the culture of the streets, they captured them all under #RunForAReason.

They also shot a few of them while they were clicking away, and made 30 seconder films.

These were aired in PVR and Inox, which gave more mileage to the RunForAReason instagram project. Click here to view on YouTube.

With the support of Radio Mirchi, whose RJs enthusiastically urged listeners to pick a reason to run, Standard Chartered got a sizeable number of Mumbaikars giving their reasons. And through cup rings, saucer tags and tent cards, Café Coffee Day and Barista urged the youth who frequent coffee shops to give their reasons to run.

Also, over 500 Dabbawallahs sported “Run For a Reason t-shirts, which, along with grabbing eye-balls, garnered several more reasons to run. A free film screening was arranged at PVR for underprivileged children, who were also given t-shirts. Their smiles only reinforced our belief that every privileged Mumbaikar should have a reason to run for his/her city

The instagrammed pictures found their way on ground too. A 600-ft marquee wall filled with pictures taken by the instagrammers was installed on the day of the marathon at the flag off.

Also, a giant hoarding that thanked Mumbai for giving them reasons to run was put up at Patel Bridge, Marine Drive. Which they think is India’s first instagram hoarding.

Results:

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