YesFit is a popular fitness app that hosts virtual races where participants walk, run or cycle a distance based on real-world locations. Upon completion of a race they are rewarded with a real-life 3D medal, merch as well as other exclusive elements that has made the app so popular. 

As we enter the second year of our multi-year deal with YesFit, the objective was to make Shark Week as big as ever, understanding that a virtual race could contribute to the wellness of our fans and viewers in ways we have not seen before, helping our content extend beyond non-interactive channels.

The virtual race featured the look and feel of the broadcast’s offering, with its own hub with a set of bespoke merch items, graphics, marketing materials as well as that all-important medal. Set in Maui, Hawaii, users were challenged to run over 44.6 miles. Participants were treated to fun facts, exclusive videos and other Shark Week content to help them reach that virtual finish line. 

This proved to be an incredible opportunity to also tap into acquiring new discovery+ users by bundling subscription trials as a value add on top of the subscription required to take part of the race.

The race has been our most popular race to date, topping last year’s offering and helping cement Discovery and Shark Week content within the YesFit ecosystem and extending our brands into interactive experiences that blur the lines between games and linear.

🦈 Check out the Shark Week hub here: https://yes.fit/races/shark-week-2021-virtual-race