On November 26th 2011, Sony Ericsson orchestrated the worlds first individual marathon, Xperiathon: a mobile marathon at hundred of places around the world. The participants ran alone on streets, roads and tracks in 17 different time zones - simultaneously. All they needed was willpower and a smartphone with GPS and a running app, like RunKeeper, MapMyFitness or Endomondo.

First prize was a place at the starting line in the since long sold out New York Marathon, while the 40 fastest runners won the new Sony Ericsson smartphone Xperia Active - the best workout phone you can imagine.

The news about the world's loneliest marathon and Sony Ericsson's new smartphone Xperia Active spread through running forums and blogs on running and training. Through Twitter and Facebook, Sony Ericsson motivated registered runners and built anticipation until the race.

To generate even more attention, a series of films were produced starring the internet phenomenon Forever Alone Guy that generated over 100,000 views on YouTube.

During the race, visitors on xperiathon.com could track runners around the world geographically, in real-time. Sony Ericsson has now decided to make Xperiathon a yearly event.