RAPP UK delivered a social media campaign to support the Buxton sponsorship of the London Marathon.
From the elation of smashing 10 miles for the first time, to realizing all you really want is pizza, RAPP made a series of tongue-in-cheek, humorous online films that capture the ‘little sips’ of running a marathon – the highs, lows and weird middles. These were brought to life through the various Twitter formats of looping videos, gifs and static images – naturally capturing people’s attention on their cluttered newsfeed.
To add to the social nature of the campaign, RAPP designed a unique emoji that appeared alongside the campaign hashtag #EverySip which was used on the lead up and on the day of the event. He’s a playful water droplet, marathon-ready with his sweatband. Given character through animation, he became a personality of his own, helping Buxton amplify its role as the official water sponsor of the London Marathon and encourage use of the hashtag.
The campaign also took itself across all Buxton’s marathon sponsorship, including the Memory Lane created by CAA. This was an 80m pit-lane alongside the course at mile 12, where pre-registered runners ran hand-in-hand with their chosen loved one, for a much-needed boost.
Ben Golik, Executive Creative Director at RAPP UK said “Buxton is all about being by the side of the marathon runner – from signing up to the arduous training, right through to the big day and this campaign opened up the conversations of the have-a-go heroes fueled by their can-do spirit. We wanted to uplift and encourage our audience while using our platform to help them feel connected by talking about the off days, personal goals, mini milestones and individual realisations, not just the great days”.
Client quote “Marathon runners had a hard task at hand and as the official water provider we emphathise with the journey they go through to achieve those arduous 26 miles. By tapping into these little honest moments ‘Every Sip of the Way’ - from their first run, to the morning when you can’t be bothered - sparks a unique conversation, but also speaks to the mindset of the disengaged mobile user flicking through their social feed”.
View the summary video here.