adidas Gives Santiago Marathon Runners a 'Boost' - Event Marketer

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adidas Gives Santiago Marathon Runners a ‘Boost’

adidas’s new Boost running shoe boasts special foam cushioning that is designed to better absorb and return energy to the wearer, resulting in more efficient strides. To illustrate this concept, the brand at the International Santiago Marathon in Chile on April 7 “harvested footsteps” (with kinetic energy-absorbing tiles) and used the stored energy to give runners a “boost” toward the end of the 42K race—in the form of motivational messages projected on a big screen.

Runners and supporters heading into the expo center to pick up bib numbers and timing chips walked under a branded entryway and across the tiles, which were connected to a battery. Screens displayed in real time the number of people that had passed through and how many joules of energy had been collected. Leading up to the event, runners received email blasts to forward to friends and family, inviting them to upload videos and personalized messages of support. Those who hadn’t done so could register messages with brand ambassadors at the expo.

The messages displayed during the marathon were synchronized with the unique bib numbers of every runner, so as he or she approached the screen, their supporters’ message appeared. Some 25,000 people entered through the expo archway, generating enough stored energy to display messages for six hours.

“We wanted to demonstrate the Boost technology in a way that the consumer could understand quickly, but in a unique way, while also delivering an emotional and engaging experience,” Jaime Silvera, brand communications manager at adidas, who leads the program as part of the product launch in Latin America, told Buzz. Agencies: iris worldwide, Miami; Technology: Pavegen, London.

 

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