iD Experiential and Benefit Cosmetics get Mascarathon in up and running
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iD Experiential is launching the Benefit Cosmetics ‘Mascarathon’ this month – a charity run from Edinburgh to London, to raise money and awareness for Refuge, the national domestic violence charity for women and children.
The Mascarathon will take place between the 15th – 29th June, starting in Edinburgh and visiting various cities along the route including Newcastle, Manchester, Birmingham, Cardiff and Oxford before culminating in a finishing event in central London. Every two miles that each of the Mascarathon runners complete will mark the two women a week whose lives are lost because of domestic violence.
iD was tasked by Benefit to manage the end to end delivery of the event from route planning and branding through to the on day event support which will be coordinated from a Benefit branded Winnebago with an accompanying scooter team running the length of the country with the runners.
The 14 day event will end in Spitalfields Market with a closing party on June 29th. A swing band and Lindy Hop dancers will be performing a public gig and consumers, as well as the runners themselves, will be able to receive free Benefit make overs and help the brand celebrate a very unique campaign, in support of a very worthy cause.
Paul Ephremsen, CEO of iD said: “It has been a real pleasure to work so closely with Benefit, on what is a fantastic campaign for such a worthwhile cause. This is a great example of iD’s commitment to creating engaging and memorable experiences which the whole family can enjoy. The Benefit & Refuge Mascarathon will see consumers from across the UK participate in a fun and energizing event which will help build anticipation for a summer of key sporting fixtures.”
Kyra Oates of Benefit added: “iD is the go-to agency for creating engaging, exciting campaigns that encourage consumer involvement with brands. The Mascarathon is championing an important cause and iD have done an excellent job in delivering the project.”
