Milano Marathon 2018

Live Content Creation per Europ Assistance

Report and KPI

  • Reach : 23.8 M
  • Users involved: 719
  • Videos made: 4

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Sunday April 18th, 2018, the 18th edition of the Milan Marathon, promoted by Emporio Armani, was held in Milan. Starting and finishing in Corso Venezia, the event started at 9 am and ran along a 42 km city route through the most notable places within the city.

Next to the individual marathon, for the 8th consecutive year, the non-competitive relay race for teams of 4 was held in parallel. The Europ Assistance Relay Marathon is an unmissable event dedicated to runners who like to combine the pleasure of a healthy physical activity with that of raising funds for one of the Non Profit Organizations participating in the 2018 Charity Program. In fact, over 100 non-profit organizations relied on the generosity and determination of their supporters and confirmed the EA7 Milan Marathon as the single most important sporting event for fundraising activities.


Live Content Creation

Europ Assistance is a French insurance company specialized in offering travel insurance, home insurance, roadside assistance and has always been attentive to the health and well-being of its customers.

A very innovative and #aprovadifuturo company, like one of the most used campaign hashtags. On the occasion of the Europ Assistance Relay Marathon, the same company, in addition to telling every step of the approach to April 8 step by step, felt the need for a Live Content Creation service aimed at narrating in real time all the highlights of the event.

Why Live Content Creation and not Live Brand Journalism?

Here we are faced with a challenge in form, not in substance. In fact, the Europ Assistance communication team is very sensitive to the issues of Brand Journalism, and in fact, the blog corricon and the constant activity with travel industry bloggers positions the company as one of the most virtuous realities from this point of view. In fact, for the event, numerous activities were carried out, and precisely for this reason, the need was to have an editorial extension capable of guaranteeing Live Coverage on the official Europ Assistance social media: a drafting of brand reporters who temporarily managed the social properties of the Brand through the creation and publication of photographic material, video interviews, video highlights, and social tiles.

Video gallery

Video interviews and video summaries