ASICS Greater Manchester Marathon

Mass Participation


WePlay and Human Race collaborate to create the largest Manchester Marathon ever


Manchester Marathon start

Brief


WePlay and Human Race collaborate for a second-year running to sell-out the ASICS Greater Manchester Marathon and make it the biggest one yet. We were tasked with developing and delivering a strategy and activation to drive event registrations.

Manchester Marathon start

Brief


WePlay and Human Race collaborate for a second-year running to sell-out the ASICS Greater Manchester Marathon and make it the biggest one yet. We were tasked with developing and delivering a strategy and activation to drive event registrations.

Manchester Marathon mockups

Our approach


Following on from our campaign activity in 2018, the full year’s worth of campaign data formed the foundation of the 2019 strategy. With a deep analysis into the registration cycles from 2019, we developed the strategy and allocated marketing budgets around what we defined as high registration periods – thus enabling us to capitalise on key moments. The learnings and insights from across our 100+ mass participation campaigns were also useful for this campaign, which in turn allowed us to achieve greater efficiencies.

Our approach


Following on from our campaign activity in 2018, the full year’s worth of campaign data formed the foundation of the 2019 strategy. With a deep analysis into the registration cycles from 2019, we developed the strategy and allocated marketing budgets around what we defined as high registration periods – thus enabling us to capitalise on key moments. The learnings and insights from across our 100+ mass participation campaigns were also useful for this campaign, which in turn allowed us to achieve greater efficiencies.

Manchester Marathon mockups
Manchester Marathon

Results


The strategy proved to be a great success, with the event surpassing the total number of registrations from 2018, six months ahead of the event. As a result of this, the target was raised to an ambitious 20,000 participants – a 25% increase on our original target. The campaign and strategy continued to drive race registrations, allowing Human Race to achieve the 20,000 participation target and a sold-out event for the first time in the event’s history.

Manchester Marathon

Results


The strategy proved to be a great success, with the event surpassing the total number of registrations from 2018, six months ahead of the event. As a result of this, the target was raised to an ambitious 20,000 participants – a 25% increase on our original target. The campaign and strategy continued to drive race registrations, allowing Human Race to achieve the 20,000 participation target and a sold-out event for the first time in the event’s history.

Results Delivered


20000
Race Registrations
54
Percent Y-o-Y Participant Growth
745
Percent Return on Ad Spend
1
Sold-out Event
WePlay_Clients_Call to Action

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