Compresso is looking for the beer-drinking marathon runner
Drink beer and run a marathon. Erdinger Alkohohlfrei, in collaboration with the Compresso agency, has launched the «Run of Your Life» campaign.
What sounds like a clear contradiction turns out to be a big hit: over four hundred enthusiastic athletes and beer drinkers took part in Erdinger Alkoholfrei's "Run for your life" campaign. The prize was an exclusive starting place in the world's biggest marathon in New York. Plus a personal training session with the team of Olympic silver medal winner Markus Ryffel.
In cooperation with Ryffel Running/Kuoni, Erdinger Alkoholfrei is looking for a runner - who has never completed a marathon - for the exclusive starting place in the 2010 New York City Marathon. Online voting started on Wednesday, February 24, 2010 at http://www.erdinger-alkoholfrei.ch.
The winner qualifies directly for the casting event in mid-March. Under the eyes of an expert jury, he or she will have to face nine competitors. For the casting winner, this event is the start of an intensive period.
The winner will be prepared for the race in November. Olympic silver medalist Markus Ryffel will draw up a personal training plan and, together with his team, prepare the runner for the event in New York. The athlete's coaching ranges from nutritional advice, technique and running style analysis to marathon-specific training. However, the winner must complete the legendary 42,195 kilometers through the boroughs of Staten Island, Brooklyn, Queens, Bronx and Manhattan alone.
Why is a beer brand launching such a campaign? According to a Compresso press release, Erdinger Alkoholfrei delivers the full enjoyment of wheat beer, but also has a regenerating effect. The drink is rich in vitamins and low in calories. It also contains minerals and trace elements and is free from chemical additives. This makes it the ideal drink for endurance athletes, according to the press release. In addition, Erdinger Alkoholfrei has significantly fewer calories than comparable isotonic drinks.
In cooperation with Ryffel Running/Kuoni, Erdinger Alkoholfrei is looking for a runner - who has never completed a marathon - for the exclusive starting place in the 2010 New York City Marathon. Online voting started on Wednesday, February 24, 2010 at http://www.erdinger-alkoholfrei.ch.
The winner qualifies directly for the casting event in mid-March. Under the eyes of an expert jury, he or she will have to face nine competitors. For the casting winner, this event is the start of an intensive period.
The winner will be prepared for the race in November. Olympic silver medalist Markus Ryffel will draw up a personal training plan and, together with his team, prepare the runner for the event in New York. The athlete's coaching ranges from nutritional advice, technique and running style analysis to marathon-specific training. However, the winner must complete the legendary 42,195 kilometers through the boroughs of Staten Island, Brooklyn, Queens, Bronx and Manhattan alone.
Why is a beer brand launching such a campaign? According to a Compresso press release, Erdinger Alkoholfrei delivers the full enjoyment of wheat beer, but also has a regenerating effect. The drink is rich in vitamins and low in calories. It also contains minerals and trace elements and is free from chemical additives. This makes it the ideal drink for endurance athletes, according to the press release. In addition, Erdinger Alkoholfrei has significantly fewer calories than comparable isotonic drinks.
