Original interactive campaign to promote the New York Marathon

CBS Outdoor and Asics, the footwear and sportswear brand, have launched an interactive outdoor advertising campaign to promote the New York ING Marathon. The action took place on the subway of the Big Apple and simulated a real-time race in which the public ran alongside Olympic marathoner Ryan Hall along the 20 meters that configure the interactive screen path.

Brands seek to be close to the consumer and find the right place for an idea to be well developed, it is an elementary part to achieve the desired impact. A clear example can be found in the interactive marketing action carried out by the sports shoe brand Asics in the New York subway to promote the New York ING Marathon, one of the most important races worldwide. This event has managed to attract professional athletes and award more than 600.000 dollars in prizes.

Asics has worked with the outdoor advertising agency CBS Outdoor to install an interactive display along almost 20 subways at the Columbus Circle station of the New York City Subway. A total of 17 video screens were the ones that transformed the station into a race track. Thanks to the screens, users were able to run alongside Olympic athlete Ryan Hall, whose career was recorded in real conditions to create a unique experience, when competing against the speed of a professional athlete.

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