Inspired by the local ritual of runners coming together to enjoy a pint after a hard run, we decided to open a branded pub exclusively for runners — where the only currency accepted was miles run. This activation was the foundation of our “Everybody’s Race” campaign, designed to acknowledge the Virgin Money London Marathon as not just any race, but a race that unites the larger British community like no other event.
With 532,961 miles run, training marathoners earned over 62,000 pints of beer.
The quintessential London Marathon experience is one of philanthropy, unity, and camaraderie, and we wanted to acknowledge and amplify that spirit and experience in all touch points of the campaign. A user-friendly mobile experience rooted in the popular running app Strava incentivized runners to log their miles and convert them into pub currency, creating a new kind of engagement with New Balance and a rewarding branded experience.