The following is this week’s 10am One Thing that I wrote for the DDB blog.
For most people, a marathon is a passive event that we observe on TV. Perhaps we make a flippant comment about how we “could do that” (if we had the time) or about how “they aren’t running that fast, are they?”. To answer both those comments, ASICS marathoner Ryan Hall has an average pace of 4’46” per mile. I don’t know how long I could last running a marathon pace 4’46” per mile but that’s what ASICS challenged consumers to do in its treadmill challenge. The running brand set up a treadmill, and the necessary safety equipment, to run at Hall’s pace and then put the best results of its experiment on YouTube. As one would suspect, 4’46” is a really really fast pace, one that many of the participants failed (and flailed) to match for any length of time:
The idea of taking real world events, augmenting them with digital technology and amplifying through online video is a tried and true tactic in this post-social world, but that doesn’t make this any less effective or awe-inspiring. As an aside, this execution itself is an evolution of a 2011 initiative that saw Ryan Hall’s digital self challenge consumers in the subway to keep up with his pace. [as a caveat that didn’t make it into the blog, his pace has remained the same, a solid 4’46” since 2011]
The One Thing is a result of the weekly 10am meetings held in the DDB Canada offices, where our teams meet to discuss new online trends, tools and technologies. For an archive of the 10am links, visit our Pinterest board. Follow Radar on Twitter