PR work was executed in advance, spreading the word about both the event and the TV show. We conducted real-time approaches towards the capital based media and started an editorial corporation with the VGTV series “Becoming a celebrity” and P4 Radio.
The press input that stuck out the most was on the radio channel P1’s well-known program “Nitimen” where Charter-Svein joined in his red swimming trunks doing an outdoor slow-motion interview in the middle of October.
In total the event ended with a reach in traditional media on over four million, during the almost four-week long period. BBC Brits logo and times of broadcast for the TV series were often included.
One of the highlights was the participation in the VGTV series “Becoming a celebrity” where the main character Petter really took ownership to the event and attended as one of the celebrity ambassadors. Furthermore, VG Helg, VG’s weekend magazine, had a six-page long interview with Hasselhoff. The radio channels P4 and P8 both did interviews as well as dedicated Hasselhoff competitions.
Also the actual Marathoff was a success. We reached roughly 150 000 people on Oslo’s main street Karl Johan with 80 participants. Furthermore, we had a reach on over 150 000 in social media, in addition to 1500 engagements.