In 2010 Asics and agency Vitro took a page from the digital/real-life playbook with a program for the New York City Marathon. The running shoe brand's "Support Your Marathoner" campaign collected cheers from friends and loved ones in the form of text, photos and video. It then set up three large screens around the course to project the messages to runners as they passed—their whereabouts tracked by the chip that all runners wear on their shoes to record their time and place.
About 5,000 messages, including 2,500 video clips, were projected, no doubt to the delight of exhausted runners.
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