| Title | STANDARD CHARTERED MARATHON 2015 DIGITAL QUEUE |
| Brand | SPECTRUM WORLDWIDE |
| Product / Service | SPORTS EVENT MANAGEMENT |
| Category | F02. Response/Real-Time Activity (incl. Crowdsourcing) |
| Entrant | SOCIALYSE Singapore, SINGAPORE |
| Entrant Company | SOCIALYSE Singapore, SINGAPORE |
| Advertising Agency | SOCIALYSE Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Benjamin Darde | Spectrum Worldwide | Marketing Assistant Director |
| Shiella Cristy | Socialyse | Social Media Manager |
| Peixuan Sng | Socialyse | Social Media Executive |
| Vannessa Lee | Socialyse | Social & Content Executive |
| Thibault Vellard | Spectrum Worldwide | Marketing Director |
| Chris Robb | Spectrum Worldwide | CEO |
| Priya Balraju | Spectrum Worldwide | Marketing Manager |
| Vera Tan | Spectrum Worldwide | Marketing Executive |
| Pauline de Leon | Spectrum Worldwide | Graphic Designer |
| Asraf Rahim | Socialyse | Content Visualizer |
| Evonne Lee | Standard Chartered Bank | Head of Brand & Sponsorships and Retail Products Marketing |
| Winnie Tan | Standard Chartered Bank | Head of Community Engagement and Sustainability, Corporate Affairs SG and ASEAN |
| Liana Tan | Standard Chartered Bank | Senior Marketing Manager Brand & Sponsorships |
We got runners to join the SCMS Digital Queue by connecting their social media accounts on our microsite. Content was posted daily across Facebook, Twitter and Instagram for 8 days, holding different tasks each time. Runners engaged with it on social media using the hashtags #SCMS2015 and #DigitalQueue, weaving interchangeably between each platform to share mostly pure user-generated content centered around SCMS and their love for running. More engagements got them more points. Higher points allowed them to "jump" ahead of the next runner in the queue, in hopes to get more registration goodies.
RESULT: IN 8 DAYS, WE HAD… - Total participation of 2,225 runners - Almost 30,000 pieces of content received through #SCMS2015 and #DigitalQueue hashtags from Facebook, Twitter and Instagram. Post-race SCMS 2014 saw only 8000+ content on the Instagram hashtag. - Total reach of almost 2.5 million, with 60-70% of reach being ORGANIC - Covered widely in mainstream and sports media - Helped propel early bird registration sales, with ALL early bird slots across ALL categories being sold out in just 3 weeks post-Digital Queue. Registration sales are way ahead of the usual mark.
Business Objective: To push registration sales for SCMS 2015 Marketing Objectives: To reinforce the branding of SCMS as the Marquee Running Event in Singapore Communication Objectives: To fuel and drive online conversations about the upcoming SCMS 2015 Target Audience: Our community of runners on social was unique. Gathered through insights from our Facebook, Twitter and Instagram platforms - they were outspoken, active and engaging with the brand and fellow runners. Fuelled by passion, the organic reach of SCMS' Facebook consistently reaches 30-50% of its 55,000 fans. Idea: Runners had a yearly tradition to queue overnight for SCMS registration goodies. Leveraging on the concept of the physical queue, we translated it online as an additional way to get goodies while easily involving runners who were too busy to queue, or based overseas. With that, the first ever SCMS Digital Queue was born.
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