Monument Avenue 10K Interactive Race Day Experience

Monument Ave 10K

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Project Goal

Increase “stickiness” to build excitement for the annual race.

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The Challenge

The Ukrop’s Monument 10K race, held on Richmond, Va.’s historic Monument Ave. every March for 15 years, and produced by SportsBackers, had retained Free Agents Marketing to promote the 2015 event. While FAM updated the website, they wanted to add extra “stickiness” to encourage excitement and racer registrations.

Our Solution

NimblePitch was invited to a few brainstorming sessions and it was decided that it was a great event for an interactive map. The NimblePitch map featured layers that could be toggled on and off to show the children’s course, the 10K course, monuments, bands, and key event logistical information such as parking, refreshments, first aid and portajohns.

The site had more than 14,000 visitors in the week before the race. Each visitor averaged 10 page views with an impressively low abandon rate of only 5 percent.

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