The New York City Marathon has grown from a small Central Park race with 55 finishers to the world’s biggest and most popular marathon with over 50,000 competitors crossing the line in the 2014 event. Crowd Convergence was proud to partner with Activate The Space and fitness apparel company ASICS to create a completely bespoke display solution for Times Square.
ASICS Time Square Goal
As a Foundation Partner for the New York City Marathon, ASICS wanted to hit the ground running with a lead up campaign that was creative, original and technologically advanced. The brand wanted to do something fun that would help runners remember their marathon experience forever.
ASICS launched a website to collect registered runner’s images for a chance to be immortalised in plastic. The first 500 entrants were used used to create and print personalised miniature 3D runner statues. The campaign was so popular the statues were all claimed on the first day registration went live. Each 3D model was then photographed and Crowd Convergence displayed the images on an enormous morphing cube display in Time Square.
The spectacular visual was live in the days leading up to the big event and would randomly flip through all photos and selected ASICS motivational images. Runners visited ASICS Times Square and sent their unique marathon ID to the display via SMS shortcode. The display reacted by instantaneously animating all boxes to show the runner’s image full screen. Images were displayed for a full minute allowing runners to bask in their momentary fame and snap a selfie or two.
For the world’s biggest marathon ASICS wanted to do something personalised for race participants. Their aim was to make the event memorable and they wanted to use cutting edge technology to execute a savvy campaign. Crowd Convergence and Active The Space helped ASICS smash these objectives delivering an innovative and distinctive activation in Times Square that was seen by hundreds of thousands of people.