The well-known race that runs through the streets of Madrid every December 31st is now taking on a more “marketing” side. New viral marketing techniques, social networks and events are just some of the examples.
To start promoting the race, a Facebook profile was created, in which people were encouraged to become “friends” of the race. This profile commented on each piece of news that came up: the bc data vietnam official presentation, the runners’ fair… This profile was so successful that, when the “Runner’s Guide” was published, a document that was inserted in Runners magazine, it had a design very similar to the well-known social network.
Another tactic used was the fact that, when filling out the registration for the race, each participant had to indicate the street on which he or she usually runs. Thus, on the website a ranking of streets was being created, among which were Castellana and María de Molina.
This is precisely why an event was organised on 17 December on Madrid Street. As it was the lowest ranked street in the ranking, a running belt was set up connected to the Christmas lights, so that the faster people ran, the brighter the street became.
The Race Guide, a magazine that in other years was given to all participants when they came to pick up their race bib, stopped being published in paper format and became available digitally . This allowed, in addition to making the San Silvestre more ecological, to create an interactive guide with interactive infographics, demonstrative videos and dynamic advertisements.
Finally, a viral video was also shot playing with the unknown of the colour of the shirt, which has changed over the last few years. In a video, the athlete Chema Martínez ran along the San Silvestre Vallecana route while his shirt changed colour under the slogan "What colour will the shirt be this year.