Connected runners across 105 countries
The Red Bull Wings For Life World Run is a charity race with a difference.
Taking place simultaneously around 35 locations, the run doesn’t have a finish line; runners attempt to beat the catcher car instead.
Red Bull tasked us to get people talking about the unique format and global nature of the event, driving entries and awareness through social.
We wanted to connect runners, no matter where they’d take part, to encourage and motivate each other with some healthy competition.
Enter the #WorldRun Wingman app.
Our custom algorithm analysed Twitter user’s tweets, bios, preferred running brands and training apps to pair runners of a similar ability.
We visualised the Wingman pairings and their messages of encouragement with a real-time map on the Red Bull website. This brought these pairings and their banter to life on social.
Wingman was mobile responsive and integrated to the top level navigation of the Red Bull website. It functioned in 11 languages, including Chinese, so we could build a global network of Wingman pairs.
The Wingman app received hundreds of thousands of visits from people in 105 countries: truly a global audience generating buzz around #WorldRun.
“myclever™ Agency developed a great app that we’ll be looking to integrate into 2016 World Run. Across the global business, this is one of the stand out successes of #WorldRun 2015.”Will Gilgrass, Social Media Manager, Red Bull