The interactive agency Biuro Podróży Reklamy is developing an online campaign for the offline event – Samsung Irena Women’s Run. The campaign is in the form of a contest – an online race for women – which will be referring to and reflecting the real offline event organized by Samsung to fight the breast cancer. The agency, which specializes in innovative online marketing, has developed and implemented the ‘Wirtualny Bieg’ (meaning ‘Virtual Run’) for the promotional purposes of the event Samsung Irena Women’s Run. The event is organized under the patronage of Irena Szewińska – famous Polish runner – and is the first and only race for women.
The ‘Virtual Run’ is based on viral marketing which gives the contestants ‘strength’ needed to finish the online race. Every contestant has to register for the online race on the website www.run.samsung.pl where they can find the map of the real race that will take place on the June 26th. Contestants gain ‘strength’ by sending emails about the Samsung Irena Women’s Run to not registered people. Each email equals 1 meter of the traveled track on the online map. A woman who sends the most emails will win the ‘Virtual Run’. 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.
The ‘Virtual Run’ organized by Biuro Podróży Reklamy is targeted at women between 13-45 years of age who live in Warsaw and its suburbs. The winner of the ‘Virtual Run’ will get the laptop Samsung N150-JA01PL, the additional prizes include: a camera Samsung PL100, a mobile phone Samsung S3650 and external hard drives Samsung HX MU 025DC/GG2.
The action ‘Virtual Run’ is aiming to encourage as many women as possible to take part in the real race through the streets of Warsaw.