This Marketing Campaign Turned Screen Time Into Sweat Time

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Ever wondered how much we actually scroll on our phones?

According to HarrisX, the average person scrolls a staggering 78 miles (125km) a year, that’s the equivalent of 3 full marathons!

Saucony, a performance running brand, saw an opportunity here.

Instead of just highlighting the problem of rising screen time, they turned it into a challenge and a brilliant marketing campaign.

The Marathumb Challenge

Saucony launched an innovative campaign where people were challenged to run as far as they scrolled. 

Their campaign app tracked users’ scrolling habits and then encouraged them to match that distance with actual running.

The message was simple: balance screen time with movement.

To take part, users downloaded the app, which measured scrolling distance in different ways depending on the device.

To keep things engaging, those who outpaced their scrolling earned Saucony-branded rewards.

Plus, they could track their progress and share their achievements on social media, keeping the momentum going.

The campaign wasn’t just about the app, it was a full-fledged integrated marketing push. Saucony promoted it through digital, social media and even (OOH) advertising. This ensured they reached their audience across multiple touchpoints.

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The Results? Outstanding.

According to contagious.com, in just the first 3 days:

• Social video engagement was 37% higher than the benchmark

• Website saw a 25% increase in new users

• Earned media skyrocketed by 140%

• Product landing page traffic jumped 19% compared to the previous week

• Sell-through rate on saucony.com rose by 14%

Think about your brand. Is there a common consumer habit you can tap into? Can you turn it into a fun challenge, a movement, or a rewarding experience?

⚡ 3 Noteworthy News Updates for Marketers

1. Threads Adds Topic Tags on Profiles, Reply Controls and Video Updates

2. LinkedIn Adds Calendly Integration for Profile CTA Buttons

3. Bing pushes ad-heavy search results with 7+ sponsored listings

That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv

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