Making Mumbai smile,

one good deed at a time

Every year, the Standard Chartered Mumbai Marathon gives thousands of Mumbaikars a chance to do something good.

To run for a cause. To run for a reason

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This year, Standard Chartered India, wanted every Mumbaikar to enjoy the same feeling.

To come together, to do something good

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You didn’t need sneakers, or stamina. Just a big heart.

So, a month before the actual marathon, we launched a movement called

Good Deed Marathon

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Mumbai’s one of a kind engagement campaign

 

Mumbaikars had to do a good deed, or many good deeds. And they could create a chain, by sending it back to us via -

#gooddeedmarathon

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Good Deed Marathon on Instagram

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We created a GoodDeedMarathonInstagram account, 10 days before we launched, where we told our story visually.

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We involved the Instagram community to share good deeds they saw around them on a daily basis.

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We took it further by roping in 5 influential instagrammers who would pick a winning image every day.

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The judges proudly carried our badge on their instagram

account, and spread curiosity about Good Deed

Marathon.

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The official account gained 345 followers. They actively consumed and shared good deeds

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Good Deed Marathon on Facebook

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We built curiosity on facebook with the launch of the coming soon film and teaser posts.

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We also launched short films on digital with India’s Flying Sikh, Milkha Singh, Dick Beardsey, and Charu Sharma

talking about the good they do.

Milkha Singh India’s greatest Athlete

Dick Beardsley Author, Motivational Speaker,Winner of 1st London Marathon

Charu SharmaSports Commentator

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We then launched the Good Deed Marathon Facebook and mobile app which allowed users to register.

Mobile ApplicationFacebook Application

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And the first 2000 people would get a starter kit with a good deed marathon band.

GDM Starter Kit Good Deed Band

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Both apps allowed people to submit their good deeds and displayed what others were doing and saying.

Registration Social Sharing Good Deed Content on App

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We sustained the movement with posts and video content. We used influencers who ranged from designers to stand up

comedians, to animal rescue activists.

Nitesh Mohanty – Graphic Designer Aditi Mittal– Standup Comedian Ganesh Nayak– Animal Rescue Activiist

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Partners

Good Deed Marathon - Partners

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We tied up with Mirakle Couriers, an award courier company in Mumbai that employs low income deaf adults to deliver the good

deed starter packs.

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We used social media and videos to tell people to tell people about them, triggering a chain reaction.

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People tweeted, instagramed, and showed us how happy they were to see a good deed that we had

pulled off.

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We went beyond traditional digital media, and reached out to media partners who were community and local content driven.

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Good Deed Marathon on Twitter

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We tied up with India’s first rotation Twitter account “ We are Mumbai” and brought nine influential curators

on board.

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We asked people to share their good deed stories usingthe official hashtag #gooddeedmarathon.

The curators retweeted, discussed, egged people on…and even chose the three most touching good deed for

the day.

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Good Deed Marathon on YouTube

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Coming Soon Teaser Film

Celebrity Films

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Influencer Films

And watch the GDM films here:

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Pre launch film (Coming Soon) : 30 sec: http://youtu.be/gCKUuoK4S1o

Milkha Singh film on good deeds: http://youtu.be/hb8LsmnCdM0

Launch film (3 mins):http://youtu.be/ZGN-RT4OHhc

Mirakle Couriers film: http://youtu.be/uOuGi_9hNJU

Influencer Film: Of Aditi film: http://youtu.be/iojvc_mIl4g

Influencer Film: Of Ganesh Nair film: http://youtu.be/UVhgtpsfFcw

Influencer Film: Nitesh of Roots film: http://youtu.be/-2ab75UEJtY

Thank You