Tuesday, 23 November 2010

ASICS 'Support your Marathoner' Promotion Amps NYC Marathon

The New York Marathon is the largest event of its kind in the world.  With nearly 50,000 participants and literally millions of fans cheering them on, you can see why associated brands must love the opportunity to showcase new experiential technologies. 

ASICS amplified this year’s event with some fairly basic technology and a load of hi-tech signage.  The campaign that allowed the participants friends and family to extend personalized ‘supporter’ messages to the runners along the race.

Participants ran the marathon with an embedded RFID tag that triggered massive LED screens to displaying the individual messages to the appropriate runner as they passed selected sensor checkpoints. It get’s better.  ASICS setup a campaign site dedicated to aggregating images, video, messages, texts, tweets and Facebook comments in support of runners in the event.  They even setup live video booths at the event, allowing participants friends and family to record their personal messages in style.  Great work.

For more on ASICS NYC Marathon Promotion view the video below.

Looking for other great examples of activating on-premise?  Check out Nike’s ChalkBot?  Or the Coca-Cola Villiage?