CJ OnStyle will exclusively sell entries for the marathon "Wally Run."
CJ OnStyle said on the 14th that it will exclusively sell entries for the marathon "Find Wally! Run with Shinhan Card" (Wally Run) from a mobile live commerce broadcast starting at 7 p.m. on the 18th through the 27th.
Hosted by Universal Studios with Shinhan Card as the title sponsor, the race will be held on June 21 at Yeouido Park in Seoul. The field is capped at 9,000 participants, with 10 km and 5 km events.
At 7 p.m. on the 18th, when tickets officially launch, CJ OnStyle will present immersive content with the concept "Wally in Seoul" on its mobile live broadcast. "Where's Wally?" is a British picture book and a globally popular intellectual property (IP) that has sold more than 60 million copies worldwide.
All ticket buyers will receive a starter pack that includes a Wally Run uniform, socks, a string bag and a bib number. Starter packs will ship sequentially starting on the 2nd of next month. Payments made with a Shinhan Card receive a 20% discount, and Shinhan Card customers can purchase in advance starting on the 17th.
To mark the exclusive sale of Wally Run tickets, CJ OnStyle also planned a special finisher pack to be given to finishers on the day of the event. Reflecting the wellness trend, it includes a protein shake, nuts and a sheet mask, and there will be an offline experience booth at the venue.
During the ticket sales period, the CJ OnStyle mobile application (app) will offer lifestyle items needed for running—such as popular running shoes, running wear, performance accessories and sunscreen—at reasonable prices.
This year, CJ OnStyle has been strengthening its mobile competitiveness by rolling out a series of collaborations with various IP. Last month's Korea Baseball Organization (KBO) collaboration merchandise sold 35,000 units in 10 days. In a recent campaign with Walt Disney Korea for "The Devil Wears Prada 2," daily active users (DAU) and app time-on-device on mobile rose 54% and 30%, respectively.
The strategy has shown up in results. In the first quarter of this year, CJ OnStyle's revenue rose 4.5% year over year to 378.5 billion won. Operating profit in the same period fell 7.6% to 23.9 billion won, reflecting increased investment to strengthen mobile competitiveness. First-quarter mobile live commerce gross merchandise value rose 137% from a year earlier.