Deep Heat and the 2016 London Marathon
Helping Long Distance Runners Prepare & Achieve
Deep Heat Promoted their Products to Participants of the 2016 London Marathon to help them prepare and complete the ultimate road race.
Brief
To provide an engaging solution to promote Deep Heat’s pain relief products to runners across Under Armour Connected Fitness apps, particularly reaching out to those training for the 2016 London Marathon at key points during their preparations.
Solution
Activity aligned with phases of preparation leading up to the Marathon, to engage with users when most in need of Deep Heat. Delivery was upweighted to London, supplemented with banners targeted to the ExCel Centre when participants were registering and Greenwich on race day.
Results
The audio solution achieved a CTR that was over double the industry benchmark. The post-workout interstitial averaged over 3% CTR, with the top CTR surpassing 4% occurring on race day as Deep Heat proved itself to be the ideal complement to users’ runs.
Audio immersion achieved over 4% CTR
Post-workout interstitials surpassed the 3% mark
This innovative campaign reinforced Deep Heat’s position as the perfect complement to runners’ Marathon training by seamlessly integrating the brand into individuals’ training regimes through a clever immersive execution
