Midnight Run

Background and Challenge

Midnight Run is one of Sweden's most well-known races and attracts large numbers of participants, spectators, and engagement every year. With its unique combination of running festival, city pulse, and strong tradition, high demands are placed on the digital experience – both in terms of inspiration, information, and function.

The existing website no longer had the right conditions to meet users' needs. A more modern structure was needed to make it easier to find information about races, courses, registration, and results, while the site needed to handle very high traffic peaks in connection with the races. The challenge was therefore both to create a more engaging user experience and to ensure a technical solution with high performance and stability in business-critical situations.

Solution

Pigment developed a new digital platform for Midnight Run with a focus on user experience, performance, and scalability. By starting from the participants' needs before, during, and after the races, we created a clearer structure where it is easy to find the right information among registration, race information, course layouts, results, and practical details. The visual experience was enhanced with an expression that better captures the energy, atmosphere, and identity of Midnight Run.

At the same time, the solution was built to handle the critical traffic peaks that occur in connection with the races, when many users seek information and use the site simultaneously. In addition to the website, Pigment has also supported Midnight Run as a strategic partner in SEO, with ongoing work to strengthen visibility, structure, and organic reach.