Saucony unleashes The Marathumb Challenge
The latest campaign takes on a topical and troubling health issue: too much screen time.
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Performance running lifestyle brand, Saucony, is announcing a new campaign from full-service creative agency, Doner and the Doner Partners Network. The campaign takes on a topical and troubling health issue: too much screen time.
People today are spending too much time on their phones and not enough time being active. Inspired by research conducted by DPN research firm, HarrisX, the average person scrolls the distance of three marathons (78 miles!) annually on their phones. The research also found that over 60% of Americans report that their daily smartphone usage has increased year over year.
To combat this issue, Saucony and Doner created The Marathumb Challenge, a branded six week experience that measures the distance consumers scroll and pits it against the distance they move each week. If a user moves further than they scroll, rewards in the form of exclusive Saucony branded merchandise will be given to hundreds of participants. Consumers can take part in The Marathumb Challenge by downloading the Marathumb app on iOS and Android.
Credits
powered by
- Agency Doner/Detroit
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Credits
powered by
- Agency Doner/Detroit
- Content Wolfgang/Los Angeles
- Content Native Four
- CGI Frame48
- Chief Creative Officer Colin Jeffery
- Group Creative Director Jeffrey Beck
- Creative Director Angelo Patrona
- Creative Director Liam Soren
- Senior Art Director Dylan Lang
- Associate Creative Director Apple Xenos
- Senior Broadcast Producer Domenic Caruso
- Art Producer James LaMoreaux
- Audio Director Tony Del Bel
Credits
powered by
- Agency Doner/Detroit
- Content Wolfgang/Los Angeles
- Content Native Four
- CGI Frame48
- Chief Creative Officer Colin Jeffery
- Group Creative Director Jeffrey Beck
- Creative Director Angelo Patrona
- Creative Director Liam Soren
- Senior Art Director Dylan Lang
- Associate Creative Director Apple Xenos
- Senior Broadcast Producer Domenic Caruso
- Art Producer James LaMoreaux
- Audio Director Tony Del Bel
To drive awareness and engagement of the Marathumb Challenge, Doner created a global integrated campaign including, digital, social, e-commerce, retail extensions and OOH.
"We were shocked to learn the average consumer is scrolling the distance of three marathons a year and set out to inspire a change in behavior." said Kathryn Pratt, Chief Marketing Officer at Saucony. “The Marathumb Challenge is intended to help us all make small changes in our daily lives which will have a significant impact on both mind and body. We want to encourage people to shift the balance of their screen time and step time for physical, mental and social benefits.
“People know they should scroll less and move more,” said Colin Jeffery, CCO at Doner. “They just needed a push, a challenge, and a little incentive. The Saucony Marathumb Challenge does all that and more, while helping people improve their physical and mental health.”
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