The 2015 London Marathon: Who Won the Social Race?
When Eliud Kipchoge crossed the finish line of the London Marathon on Sunday, April 26, 2015, he surprised everyone by beating favorites Kipsang and Kimetto to the title. But it wasn’t just the athletes who were going for gold, many brands (big and small) spent a lot of money to become official sponsors of the London Marathon and all of them took to social media to try to boost their sponsorships. Synthesio decided to take a look at the social data surrounding the marathon sponsors to help answer the question of who really won the London Marathon? Official sponsors, Virgin Money, have become experts in encouraging the nation to dig deep in a bid to raise £250 million over five years, and their social efforts are nothing to be sniffed at. Their campaign hashtag #extramile was used over 10,000 times – double that of one of two official marathon hashtags: #vmlm2015.