The Rooftop Runner a runaway success

Developed by viral specialist Matmi, Rooftop Runner is part of Cancer Research UK’s web campaign, designed to raise awareness and help encourage users to sign up to one of the 43 Run 10k events taking place across the UK in September and October this year.

“It just goes to show how much support there is out there for – and by – people affected by cancer," said Natasha Dickinson, head of marketing and communications at Cancer Research UK.

"We’re delighted that the online game has been able to bring our Run 10k events to the attention of over two million people in such a short time. As the overall campaign gathers even more momentum, we’re hoping for a fantastic turn-out at this year’s Run 10k events this autumn. People can give the Run 10k campaign another boost by placing Rooftop Runner on their websites and MySpace pages too.”

Inspired by free running, The Rooftop Runner game challenges players to pick up donations scattered through levels that feature landmarks from the 43 real-world locations that are playing host to the charity's 10k runs. In game bill boards are updated with the latest information on the fund-raising events.

“If you’ve been affected by cancer in some way or would simply like to show your support for Cancer Research UK and the Run 10k events, please visit www.rooftoprunner.co.uk and download the game to your website or MySpace page,” added Jeff Coghlan, Matmi’s founder and MD.