Endure24 is the latest addition to Threshold Sports event portfolio. Offering a 24 hour running relay. With two events throughout the year, located in Reading and Leeds. This event is Epic, Brutal, Relentless and a whole lot of fun! You can enter as a club, solo or a team.
Digital Playmakers were tasked with delivering event registrations (sales) for this unique set of events. With Endure24 having never run performance marketing campaigns before, we were starting with a data less ‘clean sheet’
Our campaigns ran across:
Almost everyone was affected by the pandemic in some shape or form. Endure24, being part of the mass participation sector, was no stranger to covid related disruptions. Potential participants were offered guarantees, refunds and deferrals to help mitigate the risk of entering Endure24.
With Endure24 having to two separate events, in differing locations, it was a challenge to market two events in such close proximity to the same target audience. It was also the first time performance marketing had ever been utilised for the rapidly growing relay race.
With operating systems and browsers looking to move away from third-party tracking, combined with increased privacy regulations such as GDPR, tracking performance marketing campaigns has become more challenging in recent years. This has also lead to decreased performance in platform algorithms. Making marketeers lives just that little bit harder.
Endure24 produced some of the best mass participation marketing results we have seen in ‘post-covid’ times. The thirst for live events has come back with a vengeance, and we are all for it.
Hundreds of competitors signed up from all across the UK. It has a unique proposition. Strong branding and great headline sponsorship. We feel the community aspect and option to enter as a team played a strong part in driving up registration numbers.
Digital Playmakers overcame the challenges with clear and precise messaging around covid cancellations, helped overcome target audience overlaps with hyper-localised targeting based on in-depth analysis of race registrations and we have began leading the charge on implementing first-party and server-side tracking for all of our clients. Threshold Sports and Endure24 being a great example of this. Allowing us to minimise data and tracking losses.
