UNITED AIRLINES
The Last Marathon
Brand Activation
Working at 360i New York at the time of the most important marathon in the world
means you get to work on it.
Challenge
United flew the 70 years old Minerva from Guam to NYC to run her 15th and last marathon, and surprised her with her family and friends at the finish line. How could we make sure that also all the other runners would feel the support of United?
Insight
Many runners quit in the 20th mile because that’s when they are physically and mentally drained.
Idea
Geofenced social ads drew people to the 20th mile to cheer the runners and Minerva. In addition, we created and dispensed in the audience posters signed United.
My part
I helped concepting for the geo-tagged ads, wrote copy for the race day posters, and assisted the team with the production of the video and the Instagram live on the day of the marathon.
Geofenced posts
We geofenced social ads all over New York to draw people exactly at the 20th mile, 94th & 5th, to cheer for Minerva and all the other runners. Once there, the ads where replaced with a “Thank You” in form of a short video of Minerva’s journey.
Instagram live
During the whole marathon, United tracked Minerva’s progress live on their Instagram stories, encouraging viewers to cheer for her even online.
The posters
A visual design system representing Minerva’s journey from Guam to The New York Marathon was created ad hoc for the race day posters.
Credits
360i New York