16 271 videos. 12 hours.

After becoming the title sponsor for the iconic 947 race, Discovery was looking for a moment to put their own mark on the event and boost visibility and brand awareness, particularly for the new Discovery bank.

Discovery wanted to show up for participants in a meaningful way and celebrate their awesome achievement, while creating something that could be kept and shared organically by the 16,000 riders.

Unlike traditional branding, this was a chance speak directly and personally to each participant with something that mattered to them, shifting the relationship to something more personal.

Every video was completely unique with scenes changing dynamically depending on rider gender, event, start time, and unique rider stats.

Campaigns like this present a major technical challenge, with previous examples being pulled off by the likes of Nike, Strava, and London Marathon.

A custom platform was developed that captured rider info as they crossed the line, generated the videos, and emailed it to them all with zero human interaction.