ASICS – SUPPORT YOUR MARATHONER
For the 2010 New York City Marathon, we created a first-of-its-kind experience that allowed friends and families of runners to send personal video and text messages to their loved ones via digital signs along the course. Using the runner's timing chip tag (RFID) these messages were delivered as they approached 3 jumbo video screens placed at different distances along the course. The program has since expanded to the LA and Sydney Marathons and continues to this day. The initial 2010 launch of the program in New York garnered over 17,000 messages from 17 countries.
Share Your Glory, a companion piece, allowed runners to auto post messages to their followers on Facebook and twitter when they passed RFID checkpoints along the course.
Awards: 2011 Promo Pro Award "Most Innovative Communication Strategy", 2011 Gold Ex Award for Best Sports Sponsorship, 2012 One Show Interactive Bronze Pencil (Australia Adaptation)
Press: Creativity Online, Mashable, Ads Of The World
