Saucony’s Marathumb Challenge: Striding Away from Screen Time
In an era dominated by digital screens, global performance running lifestyle brand Saucony, in collaboration with full-service creative agency Doner and the Doner Partners Network, addresses a pressing health concern – excessive screen time. The campaign, aptly named “The Marathumb Challenge,” aims to encourage individuals to shift from scrolling to striding, fostering a healthier and more active lifestyle.
The Screen Time Epidemic: A Troubling Trend
Research conducted by DPN research firm, HarrisX, uncovered a startling reality – the average person scrolls a staggering distance equivalent to three marathons (78 miles!) annually on their phones. The findings further revealed that over 60% of Americans have witnessed a year-over-year increase in their daily smartphone usage. Recognizing the potential health implications of this screen time epidemic, Saucony and Doner joined forces to inspire positive change.
The Marathumb Challenge: Bridging the Gap
At the heart of Saucony’s initiative is “The Marathumb Challenge,” a branded 6-week experience designed to bridge the gap between screen time and physical activity. Participants are invited to measure the distance they scroll against the distance they move each week. To incentivize movement, exclusive Saucony-branded merchandise awaits those who cover more ground in motion than on their screens.
How to Participate: The Marathumb App
Engaging with The Marathumb Challenge is seamless – participants can download the Marathumb app on iOS and Android. This user-friendly app becomes the gateway for individuals to track their scrolling and movement, fostering a sense of competition and camaraderie among participants striving for a more active lifestyle.
Global Integrated Campaign: Beyond Screens and Streets
To propel awareness and engagement, Doner crafted a global integrated campaign spanning digital, social, e-commerce, retail extensions, and out-of-home channels. This strategic approach ensures that individuals worldwide are not only informed about The Marathumb Challenge but also inspired to participate actively in this movement towards a healthier balance between screen time and physical well-being.
Launching with Purpose: Saucony Ride 17
The Marathumb Challenge kicks off on January 22, aligning with the launch of the Saucony Ride 17 running shoe. Crafted for everyday movement – the central theme of this campaign – and longer runs, the Saucony Ride 17 complements the brand’s commitment to promoting an active lifestyle.
Global Reach: From the US to Italy
The Marathumb Challenge transcends borders, with the campaign set to run in the United States, France, Sweden, the UK, Canada, Australia, and Italy. This expansive reach underscores Saucony’s dedication to fostering a global movement towards healthier habits and increased physical activity.
Conclusion: Embrace The Marathumb Challenge
In conclusion, Saucony’s Marathumb Challenge emerges as more than a campaign; it’s a call to action for individuals to reassess their screen time habits and prioritize physical activity. By seamlessly integrating technology, competition, and exclusive rewards, Saucony and Doner pave the way for a healthier, more active lifestyle. Join The Marathumb Challenge, measure your strides, and stride away from excessive screen time – your body will thank you.
