With a playing field that’s 26.2 miles in length, it’s impossible to fully experience a marathon at any one place along the course. For the 2016 race, we connected the planet digitally and socially to the runners, neighborhoods and energy. Wherever you were you could catch it how you wanted: along the course, with the app, or on a TV, in a dive bar, deep in NYC. 


(S)mile Markers [Participatory Activation]
26 pin-shaped markers were scattered along the course and on the app. Each marker told a fun bit about the course, race and city, and featured a unique digital experience including quizzes, videos, graphics, and timelines that were unlocked in the app. The markers were placed along the course and in neighborhoods on bus shelters, sidewalks, billboards and at Citi Bike stations. At the marker, people captured photos and videos to share for a chance to win. Booty included discounts from PowerBar, Fitbit, Tavern on the Green, Gatorade, and marathon swag. 

Role: Headlines
ECD: Craig Markus
CD: Molly Finley
AD: I-Ping Chiang
Agency: Cramer-Krasselt NY