2014 London Marathon campaign in collaboration with Virgin Money. With social at its core, the campaign spanned digital, film, radio, press and experiential – taking the #extramile message across all marathon communication touchpoints.
In the three months leading up to the marathon, runners shared the highs, the lows, the unexpected and the challenges of training using #extramile – with content flowing real time into the specially created extramile.co.uk.
On race day, the course branding brought the hashtag onto the streets of London, encouraging runners to show off their hard-earned medals, and thousands of spectators to capture and share their experience using #extramile.