BMM 2014

Report
“Reach within to embrace humanity as the city runs for a
cause greater than just the finish line”
A flagship initiative of Rotary Bangalore IT Corridor (RBITC)
Marathon…
"We are different, in essence, from other men.
If you want to win something, run 100 meters.
If you want to EXPERIENCE something,
run a marathon."
- Emil Zatopek, 1952 Olympic Marathon gold medalist
Welcome to
Bengaluru Midnight
Marathon (BMM)
BMM was conceived by Rotary
Bangalore IT Corridor (RBITC) and
the 1st edition run on 19th May 2007.
Asia’s only Midnight Marathon.
To support deserving charities across
South India.
Resulted in growing number of
participants from over 25 countries.
Acknowledged and marked in the
official ‘International Calendar.
This year event is scheduled on 20th
December 2014 (Saturday) at KTPO,
Whitefield
BMM 2014 – Bigger Than Ever
Brand Ambassador
Flying Sikh Shri Milkha Singh,
Padma Shri
2013
10,000 runners
Corporate Participation: 40
2012
Marked on the
official
‘INTERNATIONAL MARATHON CALENDAR
City’s Most Sought After
RUNNING EVENT
2009
2400 runners
Corporate Participation: 18
Bengaluru
Midnight
Marathon has
become the
Largest
Fundraising
Platform
for RBITC
& has supported
various
deserving
charities.
10,000 runners. 14,000 audience
Corporate Participation: 45
2008
2007
2010
2011
Midnight Marathon – a festival…
Power Mile Run
•One Mile Run for CXOs on a Sunday Morning in the Runup to BMM
Corporate Relays
•30 Corporate Relay Teams of 8 run the Full Marathon on
BMM Race Day
Fun & Frolic on Race Day
•Rock Show & Local Bands play all night
•Folk Dancers, Cultural Show & Flea Market
Concluding Event & Prize Distribution
•Thank You Party on the Following Sunday
Pet-a-thon
•Two weeks before the main event, owners ran with their
pets. Why should pets be left out of the festivities?
Participate to reflect your culture & values
Flagship Fundraising Event
 8th Bengaluru Midnight Marathon – December 20th, 2014 (Saturday)
 Location KTPO Whitefield
 Only Midnight Marathon in the Globe
 10000 people participated in the event
 The key event of the race day included
 Full Marathon (42.195km) at 12 midnight
 Half Marathon (21.95km) at 12 midnight
 Open 10K Run (10km) at 10pm
 Womens 10k Run (10km) at 7pm
 IT City Fun Run (5km) at 5pm
 Corporate Relay
 Women’s Relay
Midnight Marathon - FUN & RUN!
For a good cause!
Strong industry support
Around the world TWICE in 8 Hours!!!
 25 Corporate/Women's Relay Teams - 1,050 Kms
 21 Community Relay Teams - 105 kms
 4,500 Fun Runners - 22,500 kms
 3,500 10k Runners - 35,000 kms
 800 Half Marathon Runners - 16,800 kms
 200 Marathon Runners - 8,400 kms
A Lucrative Fundraiser
 375k Dollars Raised
 Net amount of ~$200K for projects
 Next year will be bigger and brighter
 We invite all of you to participate and help
make a difference!
Rotary Projects
Together we can transform lives
 Adoption of Government
Schools
 Medical surgeries.
 Free Eye surgeries
 Blood donation camps
 Integrated Village
Development
 Cleaner and better Bangalore
 Lighting for Literacy (LFL)
 Potable Water Project
Education: Interventions required
Achievements So far:
Five schools adopted: Immadihalli
High School, Varthur High School,
Mellurahalli school, Siddapura school,
Ramagundanahalli school
Toilet Upgrades in all schools
Computer labs set up with help of
EMC and KPN
Lab on Bike – from Agastya
Foundation covering all 4 schools
Agastya lab set up in Immadihalli
High School and Varthur High
Library set up in one school with
the help of Hippocampus
Dictionaries Project
Plans:
Interventions to improve the
3Rs – Reading, Writing,
Arithmetic
Volunteering for academic
improvements, sports, life
skills
Improvements in pass rate,
reduction in drop out rate,
Infrastructure improvements
– Better labs, toilets, wash
areas, boundary walls
Focus Area - Education
 Engaged with FIVE government schools to improve infrastructure, science & computer labs,
potable drinking water, upgrading toilet facilities, , library & books, teachers’ training,
conducting classes through volunteers.
 Sponsorship for deserving students.
 Over 1300 children covered in Rotary Youth Leadership Awards (RYLA) program.
 Tape recorders donated for visually impaired students.
 Distribution of Kannada English dictionary to students
Focus Area - Education
 Engaged with FIVE government schools to improve infrastructure, science & computer labs,
potable drinking water, upgrading toilet facilities, , library & books, teachers’ training,
conducting classes through volunteers.
 Sponsorship for deserving students.
 Over 1300 children covered in Rotary Youth Leadership Awards (RYLA) program.
 Tape recorders donated for visually impaired students.
Focus Area – Integrated Village Development
 Adopted a village near Hoskote (B. Thimmasandra) for “Integrated Village Development”.
 This will involve interventions in the areas of healthcare, education, water, sanitation,
livelihood and skill development.
 We have already conducted a medical camp for all the residents (108 families) of the village.
Focus Area – Cleaner and better Neighborhood
 Working closely with “Whitefield Rising” and “The Ugly Indians”, and students from MVJ
College of Engineering to have a cleaner and safer Whitefield
Causes Supported by RBITC
Green Dream Initiative
Blood Donation Camps
Free Chemotherapy
project for cancer
afflicted children
.
Project to reduce MMR
Project to reduce IMR
Media Analytics – BMM
Run for Bengaluru
If not Us then Who will?
Objective of Bengaluru Midnight Marathon is to get the people of
Bengaluru to contribute towards making Bangalore a better place.
Media Plan
TV
Social Media
Banner Ads
Leveraging the power of Media
BMM’s website will be the information hub with rich media tabs and interactive
functionalities. People will be reached out to through various social networks
and ads to support charities and causes of their choice.
Intensive offline and online media coverage through news channels and
websites.
India Statistics
-Promotion via Targeted Ad campaigns
-Interactive Apps and Games
-Engaging content
 13,000,000 Active users
-Use of #BMM hashtags to gain virality
-Contests integrated with FB and website
-Tweetups to gain credibility
 40,000,000 Active users
-Live Video streaming of the event
-Increased WOM through videos
-Seeding and sharing on other channels
-Integrated with the main website
 12,000,000 Active users
-Promotion through LinkedIn Events
-Marketing of the event through LION
-Visibility through group participation
Our Social Media Reach
 45,899,000 Active Users
-3,028,500 in Bangalore alone
Data: EOY 0212
• To achieve the various sets of objectives of this event an integrated campaign was
executed by effectively integrating and utilizing the offline and online medium of
communication through a gamut of activities like Social Media Marketing, Social
Listening & Monitoring, developing and deploying an interactive website, creating
hoardings, banners, radio spots, hosting pre-race events such as launch party, pet-athon, fashion show etc.
• These activities not only led to an increase in the overall reach and awareness of the
event but also led to increased participation in the various supporting events of
BMM like CXO Power Mile, I.T City Fun Run etc. and in the flagship event
Bangalore Midnight Marathon.
BMM Website Analysis
Designed an aesthetically appealing, inspirational website providing a great user experience with online
registration functionality & secure fundraising option.
Total Visits (Jan 2013- 20th Dec 2013)
Insights: 58,000 visits to the
website in just 60 days from
October 2013 to December
2013 with an average
duration of time spent by an
user to be around 5 mins on
the website.
Nearly 65% of the visitors
were new visits.
BMM Website Analysis
Traffic Sources
Insights: The website clearly got
greater visibility in Google
search results for relevant
keywords. Majority of the
traffic also came from social
channels and blogs related to
fitness, running etc.
In short the TG Loved the
initiative and kept coming back.
BMM Website Analysis
Country-wise Website Traffic Breakup
Insights: BMM 2013 turned
out to be a truly global
event with participants
from around 20 countries.
Success on Facebook
Consistent, frequent updates to build an interactive Facebook community by sharing:
• Marathon experiences of participants
• Interactive updates
• Health tips
• Trivia
• Count down campaign
• Race details.
All the queries received from participants were answered in real time
The overall numbers, virility, reach and impressions achieved on Facebook in
2013 compared to the past three years was phenomenal.
8,242 Likes with 1,372 still
actively interacting with the page
Daily Total Reach:
4,60,119
Daily Total Impressions:
7,96,720
The Facebook page was formed on
Oct 1, 2013.
Success on Twitter
Consistent, frequent tweets to build an interactive Twitter community by
tweeting:
•Interactive and informative tweets focussing on increasing participation
•Identifying and engaging with influencers and renowned Tweeple
• Health tips
• Trivia
• Count down campaign
• Race details
All the queries received from participants were answered in real time
Total tweets done per day: 3
to 4 per day
All the queries received from participants
were answered in real time
Offline activities
The midnight marathon messaging was seen across various offline mediums
• Print Ads
• Hoardings
• Banners
• Posters
• Other brand communication
Social Listening & Monitoring
IncPot was used in the run-up to the event to listen, discover & engage in
conversations across the web to increase:
 Responsiveness
 Awareness
 Engagement
 Lead Generation
 Reputation
Management
Lets Run For..
Child Bangalore
Bengaluru
Overall
participation in
the various
events of
BMM-2012
IT City Fun Run
4000
Community Relay
33 Communities
Corporate Relay + Women’s Relay
IT City Fun Run – 5k
32 Teams
5,000
10K Runners
4,000
10K Corporate Teams
8
Full Marathon & Half Marathon
1,450
Total participants
10,000+
Total audience
4,000+
Corporate Participants as teams
10K Corporate Teams
Relay
Bulk Booking
Other estimated
Total
350+
256
2,200+
500
3,300+
CxO Touch
Race Day
CxO Run
Team Sponsor
Total
100
120
50
270
Lets make Bengaluru the…

similar documents