Sony Mobile partnership with Time Out and The Guardian challenges you to ‘Run Your Way’
To promote the latest Xperia™ Z3 phone and smartwear, with serious credentials around assisting your fitness goals, MediaCom Beyond Advertising put together a unique three way partnership between Time Out and The Guardian that heroes amazing running journeys which are better in low light.| March 6th, 2015
The superior camera functionality was one of the key product attributes that we needed to promote so Time Out were the perfect events partner that we needed. They teamed up with Run Dem Crew to organise three dedicated London runs that make it as easy as possible for people to get out and keep fit. We wanted to help people run with fellow Londoners, celebrate the city in different and exciting ways and most importantly have fun, all with the help of the Xperia Z3 and Sony’s SmartWear range of wearable tech.
For our first Icon to Icon Run sixty people joined us for the 9km run starting and ending at Shutterbug in Shoreditch, following a route devised by Run Dem Crew to take in some of the city’s best loved sights. We invited runners to upload their own pictures taken en route using the hashtag #SonyRunYourWay and the runner who took the best photo won their very own Xperia Z3 from Sony Mobile. Photos entered were also featured on the content hub page within Time Out.
Coming up next week is the Morning Rave Run where you can download a Spotify playlist to listen to as you run, and stand out from the grey commuter crowd with glowsticks and brightly coloured running gear. The run ends with a dash through Leake Street graffiti tunnel, finishing up at The Vaults underneath Waterloo station for a well-deserved breakfast with live DJs to kick-start your day.
To finish, the City Lights Run will take you from Trinity Buoy Wharf to follows the Thames Path to the Greenwich Foot Tunnel, past the Cutty Sark, through Greenwich Park and up to the Royal Observatory, to take in the splendid vista of London at dusk and reflect on a run well done. Runners will then have after-hours access to the Royal Observatory and a chance to enjoy a private view of its Time & Longitude gallery. Given that time is at the heart of our training, this is the perfect place to complete our Run Your Way mission.
Supporting running content was also produced by The Guardian to widen our reach and enable Sony Mobile to benefit from their credible and established fitness section. This also helped promote the Time Out events through print and online in a dedicated content hub.
Don’t forget to check out the remaining events here and sign up!