Each athlete has a three-digit bib number that is only revealed on race day. We used this insight to create a bold, unprecedented offer: during the race, the prices of TVs, refrigerators and smartphones on plazaVea’s e-commerce platform would drop in real time until they matched Kimberly’s bib number. This gave the Peruvian audience a concrete reason to wake up, follow Kimberly’s race, and take advantage of the purchasing opportunity.