In June 2010, we have organized an advertising campaign for Partner of Promotion promoting Samsung Irena Women’s Run – race organized by Samsung for the fight against breast cancer. It is an annual event under the patronage of Irena Szewińska. For the 3 weeks before the real race we have organized a Virtual Run on the website www.Run.Samsung.pl to promote the event among women.

In order to finish the Virtual Run, participants were to send emails about the Samsung Irena Women’s Run to not registered people. Each email equals 1 meter of traveled track on the online map. By sending the emails, using a specially designed application, women were promoting the action among their friends and had a chance to win prizes organized by Samsung (viral marketing, recommendation marketing). Every contestant can see other ‘runners’ on the virtual map and check how far they’ve come. However, they cannot see how many emails others have sent which creates an atmosphere of rivalry and motivates them to send even more emails.

During the Virtual Run, participants run more 177 000 meters, which means that they have sent over 177 000 emails (!) promoting the action. The virtual run was aiming to encourage as many women possible take part in the real race through streets of Warsaw.

The website www.Run.Samsung.pl and the Virtual Run were advertised through an online marketing mix: advertisements on social networking sites (like szafa.pl, fotka.pl, facebook.com, advertising banners on websites dedicated to runners (like bieganie.pl, maratonypolskie.pl, run-log.com, www.klubbiegacza.pl, www.runners-world.pl, www.psb-biegi.com.pl, www.wszystkoobieganiu.com.pl) and sponsored links in Google and AdKontekst. Additionally, the agency will animate the Samsung Irena Women’s Run profile on social networking sites: facebook.com, blip.pl, flaker.pl, fotka.pl, grono.net, twitter.com.