Case Study: Blackmores BeYourBest Website

To promote the Sydney Running Festival, Blackmores asked Bullseye to design a site that helped runners get the best out of their experience on race day.

We came up with various tools that helped runners achieve their best no matter what their level of fitness. There were training tips, recommended runs, split calculators, even a personalised training program that catered for everyone, from first timers to the more experienced athlete. The training program was custom built for an individuals level of fitness. A number of ‘Challenges’ were introduced during the 8 week lead up to the run, including training sessions and organising running groups to meet up. You could even go round the whole course without leaving your armchair with a web cam which was condensed into a 5 minute timeline: http://www.youtube.com/watch?v=gOwHMbOjh_I
This video brought the experience and flavour of the event to life online way before the big day.

Over 7,000 ‘Challenges’ were taken over the 8 week training program: The site was so successful after the event that we continued the ‘Challenge’ and re-tailored the training program to incorporate not just runs but walks and bike rides. Individuals can track and view the best walks or runs at a glance within Google maps. This fitted perfectly with the brand strategy to become part of the bigger ‘B Your Best’ movement within Blackmores set of sites.

The site is specifically targeted at an individuals level of fitness and a particular stage of life. From weight to pregnancy we developed interactive tools to help you ‘B your best’ this jump page was aimed at all Australians and was deliberately designed to become a rallying call for everyone to take the ‘challenge’ and strive to be fitter.

Another way we promoted the brand value of ‘Be your best’ for Blackmores was to keeep people motivated in preparing for the event and to continue to engage with them once they completed the run. Runners who participated in the Running Festival were able to see themselves cross the finish line by entering their bib number or name. They could also forward their very own ‘moment of glory’ to family and friends.
http://www.byourbest.com/Finish/  We also suggested people share their experience by tagging their pictures with ‘BSRF08’ which was then streamed onto the official Blackmore’s site for all to share in true Web 2.0 fashion. http://www.flickr.com/photos/tags/BSRF08/show/

Kevin Ferry our creative Director summed the whole event up by saying: ‘It’s amazing the web, yes I know we all talk about the fancy websites, cool interfaces, and slick animation etc. but for me nothing beats it when real people from real communities come together and contribute via the web; that’s what happened last week at the Blackmores Sydney Running Festival, one of the best.”’ Visit the site