the last marathon

united airlines

brand activation

 

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.

case study

social teaser

geofenced posts

to draw people to the 20th mile
to cheer the runners and Minerva.

posters

RaceDaySigns_ForPrinter_6
RaceDaySigns_ForPrinter_1
RaceDaySigns_ForPrinter_2
RaceDaySigns_ForPrinter_3
RaceDaySigns_ForPrinter_8
RaceDaySigns_ForPrinter_4
RaceDaySigns_ForPrinter_7
RaceDaySigns_ForPrinter_5

credits

concept: Elena Chiaradia, Kai West Schlosser, Saloni Doshi

ACD’s: Erika Kohnen, Amy Werblin

agency: 360i New York