Find a Race is the UK’s biggest listing of mass-participation sports events. Used by thousands every month to find anything from a 5k to an Ironman. The site has recently rolled out new functionality to allow users to create a profile and save a list of events they’re doing.
Find a Race needed to convert its traffic into registered users. A user base they could then build an on-going relationship with.
A simple silicone wristband was used to incentivise site users to sign-up to Find a Race. When the user found and entered a race, they could claim the free wristband.
The promotion ran throughout January. During that time, hundreds of wristbands were sent out to addresses across the UK. The key metric of the campaign was conversion rates from site visitor to registered user, rose by over 500%. Find a Race now had its founding evangelists on which to build a brand.