VIRGIN MONEY'S #FUNDRAISINGLOUNGE

APR’17

As if you didn’t already know, Virgin Money are the headline sponsor for the London Marathon. Any coverage that you saw of The Marathon (either TV or live in person) will have been plastered with Virgin Money branding – it was hard to miss it. For the last 5 years (since 2013) we’ve worked with Virgin Money adding experiential photography elements to their “Fundraising Lounge” at the Marathon Expo. Some 40,000 runners were expected to visit the expo this year, which took place over the final 4 days before the race.

For the last 5 years (since 2013) we’ve worked with Virgin Money adding experiential photography elements to their “Fundraising Lounge” at the Marathon Expo. Some 40,000 runners were expected to visit the expo this year, which took place over the final 4 days before the race.

Virgin Money want their consumers to feel valued and positive about their interaction with the brand, so the lounge needed to reflect this. Often described as a “momentous occasion”, Virgin Money wanted photographic mementos to play a key part in the Marathon experience with as much social media coverage as possible (#RunningLondon and #FundraisingLounge and so forth).

We worked closely with RPM (VM’s awesome experiential marketing agency) to create three activations areas using PIXTA which you can find out more about at JustPoseSocial.com. These included a giant medal, a green screen finish line and a ‘Sponsor Me’ frame.

A runner posing for his photo at the "Sponsor Me" frame. Where's that arrow pointing? Swipe for next.

A runner posing for his photo at the Green Screen Finish Line. Who said dabbing was only for the kids? Swipe for next.

A runner posing for her photo behind the Giant Medal. Don't they look happy in that queue?! Swipe for next.

At all three photo activities Photos or GIFs were captured on iPad Pros with 12mp cameras the concept was pretty simple (it has to be with a footfall of 40,000 plus friends). Mobile numbers or email addresses were then entered, a link was sent instantly and runners could then open and share their photo via a branded VM Microsite. Easy!

‘Microsite sharing’ is a new way of enabling consumers to share to Social Media from the comfort of their own devices. Consumers find it easier, simpler and safer to share in this way.

Photos could be printed as take-away souvenirs and a selection of the best ones were showcased on a giant display in the middle of the space.

PIXTA worked perfectly at the VMLM Expo and is perfect for large scale events as it’s easy to use and can be rolled out on multiple devices simultaneously. This meant that VM could continue to work with the their loyal and trusted brand ambassadors who add a unique personality and charisma to the campaign.



4 days at the expo, 37 hours live, 8,536 photos captured, 1,577 GIFs created, 10,113 total outputs, 6,000 social shares, 33% social shares to Instagram, 60% Facebook posts

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