adidas BMW Berlin-Marathon Campaign 2024
Client: adidas
Date: June - October 2024
Locations: Vienna, Austria | Liverpool, UK | Berlin, Germany
My Role: Head of Creative Studio
Team:
Ash O’Neil (Creative Director)
Kristen Cole (Head of Communications)
Mariana Ochoa (Video Editor)
Katrin Brandstatter (Brand Designer)
Chris Borgren (Art Director)
Theo Salame (Producer)
Sean Tucker (Brand & UX Designer)
James Baldwin (Copywriter)
Brief
Get everyday runners to participate in the virtual BMW Berlin-Marathon race experience by offering the perfect race package that includes branded training, rewards, and event activities with the goal of driving app growth, new members, retention, and brand engagement.
Strategy
Problem
The BMW Berlin-Marathon is one of the seven world major marathons. The adidas Running app wanted its global community of casual runners to experience this event virtually.
Execution
I wore many hats for this one including Head of Creative Studio, Senior Project Manager, and was even responsible for approving copy. I managed all creative production from brief to delivery, and worked cross-functionally with marketing and product stakeholders.
Solution
Showcase powerful member stories dynamically in the app to connect with casual runners in an authentic way while generating hype through ultra premium incentives.
Results
231% bet sales target achieved
159% KPIs improvement over 2023
>50M kilometers tracked
67K new members
61K first activities
52K in-app story views
Selected Deliverables
Brand Awareness Ads
A series of video ads that promote specific product features of interest for specific target countries. For example an ad promoting the app’s social sharing features, live cheers features, and activity tracking.
Brand awareness ad for Mexico market
TikTok Ads
Influencers also created UGC-style ad content, which we then added app screens to and ran a very successful user acquisition campaign on TikTok.
TikTok Influencer Campaign
Recruited influencers from key countries to use the adaptive training plan adidas Running App feature. They documented their journey to run the Berlin Virtual Races organically on TikTok.
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![App screens]()
App Store Event
App store optimized visuals for iOS and Android app store events.
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Retail Experience
Seeded signs for shoppers to decorate ahead of race day
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![Ultra Premium Experience]()
Ultra Premium Experience
A key incentive to connect app users to the actual event was to raffle off a few 2025 race entries with full adidas kit included.
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Starter bag scratcher cards
Designer had the idea to put scratcher cards that gave away 1, 3, 6 months free premium, resulting in 25k redemptions.
