The 2026 TCS New York City Marathon triggered a treasure trove of experiential campaigns, but it wasn’t the only race that served up industry inspiration this fall. We tracked three more resourceful marathon activation tactics that ran laps around the competition. Let’s hit the pavement.
Tap into a Ritual
It’s common practice for marathoners to jump into an ice bath to soothe their muscles, and Burger King Dublin capitalized on the ritual by creating larger-than-life versions of its drink cups and turning them into cold-plunge tubs.
In partnership with Saunos Dublin, on the day of the Dublin Marathon (Oct. 25), the brand offered runners and a guest a complimentary (and highly shareable) 45-minute cold-plunge and sauna experience. (Agency: BBH Dublin)
Taunt the Runners
Speedo took an unlikely route during the TCS Toronto Waterfront Marathon on Oct. 18: Taunting the athletes with an “Anti-Run Club.”
Bathing suit-clad ambassadors appeared on race sidelines, among locations, holding signs with messages like “Swimmer’s knee? Never heard of it” and “You can keep your toenails.”
The goal, of course, wasn’t to discourage runners, but to get them to consider swimming as a low-impact complement to their training that has a range of physical and mental benefits.
Incorporate a Brand Milestone
On Oct. 24, timed to marathon season in Chicago and NYC, protein snacks brand Mush hosted a multifaceted event in Chicago in partnership with Starbucks to help commemorate, and call attention to, its 11-year journey to landing on the coffee chain’s shelves.
The day began with a lakeside community 5K led by two creators, and ultimately led to a celebration at the Starbucks Reserve Roastery Chicago. Medal engraving, a recovery lounge, a live dj, swag bags, Starbucks coffee and Mush sampling were all on the menu. (Agencies: PC Experiences; FPR)
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