Read our new manifesto

Cancer Research 10k online game run in by Matmi

An online game has been created by Matmi to raise awareness of Cancer Research’s 43 Run 10k events which will take place across the UK in September and October in an effort to encourage runners to sign up.

Rooftop Runner has also been designed by the Macclesfield based agency to allow Cancer Research to constantly update the billboards within it each year with the dates and details of that year’s Run 10K events, which means the game can be renewed for years to come.

Natasha Dickinson, head of marketing & communications at Cancer Research UK, explained “Rooftop Runner will run alongside our online advertising leading up to the Run 10K events. Both are designed to raise awareness and drive traffic to the website where people can sign up, sponsor friends & family, and donate to the charity. Interactive branded entertainment is a great way to reach a wider audience online and Rooftop Runner has a real ‘feel good factor’, just like people get from taking part in the events themselves.”

Jeff Coghlan, MD at Matmi, continued: “This game is aimed at the widest demographic to give it best possible reach. The Paddington Bear style graphics and familiar UK landmarks make it really accessible, but the seeding strategy is critical to help the advergame attract high play rates and become viral. We’re in discussion with a number of companies with high trafficking websites as online partners for Cancer Research UK, so if your company would like to get involved supporting vital cancer research, we urge you to get in touch.”

The game can also be played on The Drum's website

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis