It’s not often you get the chance to work on a project that will rewrite history and inspire millions around the globe. When INEOS approached us with the 1:59 Challenge, an attempt to run a marathon in under 2 hours, we knew this was going to be a passion project for all.
To build hype and anticipation for the event, consistent and engaging content was pivotal to move the journey forward and ensure traffic was being driven to the site. Each week, fans were given insights into Eliud’s diary, one on one interviews and training updates. The element of storytelling through the evolution of the content, effectively enriched the narrative and user experience.
We immediately worked on a rapid prototype build to visualise and tackle some of the UX and technical challenges we knew we’d face as part of the second screen.
Our previous website traffic was 80% mobile so it was important that it was optimised for easy-use across all devices - we also took this approach with the CMS, which was built to be accessible on mobile, allowing the INEOS team to manage the second screen wherever they were located on the ground.
Using Firestore, we were able to take full advantage of real-time integration, which was essential as during the challenge we wanted the latest updates to be immediately available on our site. Our Live Report was extremely popular on the day and was supported by on-the-fly image and video transformations in the cloud to feature exclusive content direct from the broadcast and galleries all with minimal delay.
Google Cloud Platform allowed us to deliver a fully scalable infrastructure meaning we were fully prepared for the global audience on the day.
Evolved over time reacting to the different phases of the challenge. From announcing the attempt to featuring the journey of Eliud’s training to amplifying the #NoHumanIsLimited campaign to going in to LIVE mode during the event.
Simple yet impactful design, flexible, modular and crafted with animations and a lot of attention to detail. Bold interpretation of the brand guidelines.
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