COVID Pandemic continues to spread globally. When people can’t go out, apparently "online shopping" becomes the best outlet for consumption.
PChome24h Shopping, Taiwan local popular e-commerce platform, wants to seize this opportunity to increase customer shopping frequency and new membership.

Through research, we found during the home isolation period, next to stocking daily necessities, people play various mobile games to kill time.
So we decided to turn this APP for shopping into a fun and addictive mobile game!

"PChome24h 21km Finger Marathon"
We turned the PChome24h APP shopping interface into a marathon racetrack.
As soon as shoppers open the APP to shop, the race starts.
All the tracks scrolled by fingers are converted into marathon accumulated distance.
The longer the browsing time, the longer the accumulated distance.

We created a real marathon experience consumer journey with an integrated implementation to pique consumers interest and seamlessly utilize multiple channels to promote the campaign.
First we launched a teaser video which announced the race is about to start on its shopping platform and official social media, inviting everyone to participate in. Shoppers could apply for exclusive entry badges through the filter, and got the physical finger marathon kits after sharing on social media. Invited experts and popular influencers to pass on their secret warm-up tricks. During the event, we even broadcasted the intense races of internet celebrity participants. In addition, there're even prizes when the accumulated distance reached 7km, 14km, 21km to encourage everyone to finish the race.

The entertaining way made people spend much more time on PChome24h shopping.
And broke many records with PChome24h.
- Membership visit frequency increased by more than 10 million times
- APP downloads increased by 40%
- New membership growth by nearly 60%
- Members viewership and annual revenue growth rate both increased by 200%