Highly visible ultra-marathoner and author Dean Karnazes needed a convenient way to maintain constant presence in front of growing fan base of dedicate runners and fitness enthusiasts – especially during his well-publicized mission to run 50 marathons in 50 states in 50 days in 2006. Serving not only as a site to keep fans up-to-date, but as a self-promotional tool to help Dean book speaking engagements and showcase his media coverage, ultramarathonman.com is the online presence of the world’s most famous long-distance runner.
Why it worked: The right mix of information, entertainment, and up-to-date news delivered a message running enthusiasts could connect to. Interactive visual displays like the Virtual Runner increased time spent on site pages.
Success Metrics: Ultramarathonman.com helped Dean build an e-mail newsletter list to over 25,000 verified names, enhancing his viability as a running author and product spokesperson. DK currently has a loyal fan base of 76,000+ on Facebook following DK’s every move.