runners received the messages and invites months ahead of the race day to participate the drawing process. And on the day of lottery result release。

Sina News App， followed by Lanzhou marathon with 240 millions impressions and 146 thousands discussions. The contents built around the events，太阳城在线注册， photos and interviews attracted 130 thousands followers for Xiamen Marathon Weibo account. The official Weibo account serves as an official media to runners and other followers. A race can be live broadcasted on its Weibo account with simultaneous interactions with runners and their beloved ones. Runners can use their mobile phones with application to cover the race track and feed the signal into the official race broadcasting. Followers can give likes to runners on the track as encouragement and ask live questions in the comment section. Weibo turned a less entertaining race into a fully interactive live show. The development of mobile technology enables traditional media such as People’s Daily and Xinhua News Agency to establish its mobile internet coverage for marathons. Based on serval successful attempts， reaching millions in seconds becomes reality for many races on and by internet media.