goruneasy.com invited users to create personalised profiles, download music and ultimately share their running experiences, all facilitated by linking to major partners such as Flickr and iTunes.Using ATL & highly specialised search to raise initial awareness, the site effectively became a hub for the everyday runner, which in turn facilitated the setting up of a series of diverse online running communities on key sites such as Facebook and MySpace.

250 million impressions, 1.4 million visitors and with over 10,900 runs created and shared across 80 markets worldwide. Huge growth considering traditional advertising only ran in 15 markets. Users spending an average of 4 minutes on the site, 18,000 registered users are regularly uploading content to the site.