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Tata Consultancy Services (TCS) is an IT services, consulting, and business solutions organization that has partnered with many of the world’s largest businesses for the past 50 years. Since 2017, we’ve been the title sponsor of Lidingöloppet – an annual cross-country race held just outside Stockholm, Sweden. First held in 1965, it’s the largest cross-country race in the world and attracts more than 20,000 participants each year who run through scenic and challenging terrain.
For the 2022 event, TCS offered a unique experience to the runners. Those who chose to run along a custom-made TCS Trail were rewarded with a unique video upon completing the race, completely free of charge.
IMPROVING EVENT EXPERIENCES THROUGH TECHNOLOGY
The concept, design, and location of the TCS Trail was carefully thought-out to give an atmospheric forest setting that would be memorable for the runners (not least because of the eye-catching life-sized statue of a moose that signalled the beginning of the Trail!). It incorporated an undulating and curving elevation, allowing the cameras a clear view of each participant, even if a few runners were bunched together.
The 50-metre trail ran alongside the standard track and was equipped with cameras that filmed each runner from various angles. The footage from the cameras was edited together with video from the race as a whole to create a movie, with the runner in the lead role. Numerous sensors were employed to collect the runner's bib number and match it to their email address, allowing runners to automatically receive their video only minutes after crossing the finish line.
PROMOTIONAL VIDEOS ENCOURAGED PARTICIPATION
The technology used for the TCS Trail was also deployed to create a personalised “I’ve signed up” video that runners could use to let their followers know they were taking part. More than 12,600 of these promotional videos featuring the runner’s name and bib number were distributed prior to the race. The videos also encouraged runners to download the TCS Lidingöloppet app, resulting in a 50% uplift in downloads for 2022 and improving engagement between TCS and participants.
A promotional video was also produced for the Lidingöloppet website, giving details of the TCS Trail and where it was located on the course, encouraged participants to take the track.
IMPRESSIVE RESULTS
The TCS Trail and the personalised videos were a way to allow runners to remember not only the event, but the actual experience of being part of it – and also to inspire others to run. On the day, 51% (5,728) of the total number of runners chose TCS Trail (against a target of 10%) and got their personalised video within minutes of crossing the finishing line.
What’s more, 2,088 videos were downloaded, with runners taking the time to save their videos as a permanent souvenir of their participation at Lidingöloppet 2022. The total reach of TCS Trail videos was an astonishing 210,000, and there were 328,000 TCS message impressions via the website landing page, e-mail, SMS, and social media.
TCS's commitment to innovation and technology continues to redefine event engagement, leaving a lasting impression on participants and elevating experiences.
Nomination Title: TCS Trail at Lidingöloppet
