FM 2023 complete (1) - Flipbook - Page 17
Event Review: London
Marathon
Frank Wainwright went to London
Marathon as a runner, friend supporter,
event reviewer, environmental awareness
protester, photographer and interviewer.
It made possible a 360 degree view of
the event and its sponsorship activation
platform. Here’s the result.
At the London Marathon and its Running Show there’s plenty to do and to see, many
distractions and side shows. The event is incredible, a one-day total city takeover
that hits every landmark of one of the world’s most popular cities. The opportunity
for brands is immense. Runners and supporters travel in from all corners, with
emotions on high alert, with family, with friends and many with the rare commodity
of dwell time. Sponsorship activation is a major undertaking, and the potential
difference between success and failure is massive.
I’m a multiple endurance event participant, but this was my first London Marathon
since the naïve event marketing days of 1996, when Flora’s finisher medal was a shy
little circle that you showed off apologetically.
Whilst I’ve seen the event as a reporter in between 1996 and 2023, participation gave
me the unique opportunity to see the event as a target consumer whilst paying
attention to the brand impacts. It was an interesting experience because even though
I was looking for the brand engagements, and had quite a bit of time set aside for
the event across three days, I still managed to go without any impact from some
brands whilst overwhelmed by others.
Flora was one of the brands I noticed at the event this year, though less prominent
than core event suppliers and sponsors that included Abbott, London Pride, Buxton
Water, Lucozade Sport, Nissan, BBC Sport, and TAG Heuer. There were others too, but
I have had to check the app to inform you that iFit, Running Imp, Enthuse and South
Eastern were also involved. As a participant, they made no connection with me at all.
And – just as poor – although I know exactly what the Abbott logo looks like, what
the World Marathon Majors series it sponsors are, have also run Berlin marathon and
supported friends at others, I still had to look the brand up to remind me what they
do (healthcare).
Above and beyond and of these brands though stood two titans, TCS and New
Balance. Their involvement was blatant, unmissable and certainly in my case,
appreciated.
Tata Consultancy Services (TCS)
The participant’s journey starts with the
headline sponsor TCS, the technology-led
business solutions provider, because TCS
has built the event app.
The marathon app is a good one – for
runners it has all the essential
information clearly presented, for
supporters it delivers the core tracking
process very effectively whilst adding a
few nice bells and whistles including a
Belief Booster runner messaging service
and a direct link to the New Balance
merchandise shop.
‘Belief’ is very much a TCS marketing
watchword.
Mark Bogaerts, Director Brand &
Sponsorship Europe/UK, Tata
Consultancy Services told me why the
emotion is a key one for the business:
“Belief is a positive and strong emotion
that’s needed to envisage a different,
better, more sustainable and greater
future for all, this can be reached by
innovation and using digital technology.
While being a technology company, it is
important to humanize the brand and
speak with corporates in a different
language where we show how we can
help them in their belief of creating this
future for their company.”
The event app was also a key part of the
strategy for showcasing TCS, as became
evident when I walked through the TCS
experience, built for the brand by
experiential agency Set Creative, at the
Running Show.
Mark adds: “The app is our key
technology showcase that helps to
connect runners and fans, enhancing the
experience for both. At the stand we
have created giant phone screens for
visitors to engage with in a fun way,
making them aware of the features and
functionality of the app in a fun way.
There are brand ambassadors that help
to navigate the menu, explain the
features and answer questions on
tracking, using the belief booster etc.”
At the Running Show it was interesting to
see how a serious B2B company like TCS
Summer 2023
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