ASICS is a long time sponsor of the New York City Marathon, a
race so big, it's often referred to as the "Super Bowl of Running." In 2011,
our challenge was to bring this sponsorship to life in a way that was
bigger, and bolder than anything ASICS had done in the past. Our solution
was "Run With Ryan"
For Run With Ryan, Inwindow Outdoor, lead creative agency Vitro, CBS
Outdoor, and OAG collaborated on the development and installation a 64-foot
long video wall, which ran the length of an underground corridor at the
Columbus Circle subway station in Manhattan.
Viewers who approached the screen first saw a high-definition movie,
featuring shots of the five boroughs of New York City and a map of the
Marathon route. Then things got interesting. After a quick countdown, a life
sized video of top US Marathoner Ryan Hall appeared, running the length of
the 64 foot video wall at his actual marathon race-pace, a blazing 4:46
mile. To engage our target audience, brand ambassadors encouraged passers-by
to run alongside Ryan. Even at a 64 foot sprint, no one could out run Hall's
26.2 mile pace, not even Ryan Hall himself.
The campaign appeared at one of the busiest subway stations in New York and
the video wall used was the largest ever deployed for an outdoor campaign in
a transit location. For an added viral element, we produced a video of the
campaign, showing people running alongside the video wall. Two videos were
posted on-line with a combined total of over 950,000 views. The campaign
also lead to over 17 million media impressions in the Columbus Circle
The campaign launched on October 31st and stayed up for the month of
Credits: Inwindow Outdoor, Vitro, OAG, CBS Outdoor
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