de Maffe Marathon Man
In 2012, the 4th edition of the Mad Marathon (Maffe Marathon) was announced on tv and radio. People were triggered by the challenge ' find your desires' at the Mad Marathon. Online, we gave the loyal fans of the Bijenkorf the possibility to literally find the product of their desires with the help of the Mad Marathon Man. Some lucky visitors on the site were selected and put connected with a real time connection to the Mad Marathon Man, who was waiting for them in one of the Bijenkorf stores. If the user directed the Marathon Man to their previously chosen product on time they would win it.
Althoug the number of players wasn't large, the viral effect of the campaign was. And above that, it was a very sympathetic campaign that created a very qualitative engagement with the players and viewers.