School created multiple inspirational experiences at the Women's Half Marathon in Washington DC, benefitting the Leukemia and Lymphoma Foundation. All of the custom digital and physical experiences surprised and delighted runners with beautiful visual messages on fifty foot custom screens that were triggered when their race bibs crossed hidden RFID readers and timing mats. School designed the motion graphics, developed custom applications, and produced an experience that lasted 4 days, over 4 locations and served over 9 thousand unique messages of encouragement to the dedicated runners of the largest Nike Women's event in the world. The Nike Women's Half Marathon in Washington, DC was produced on behalf of Nike and On Board Experiential.
Filosofia
Reward the runners with personalized custom messages based on their unique bib's. Surprise them at the registration experience, as well as at the last mile of the race. Both experiences leveraged the RFID enabled race bibs, tied in with the race's timing mats and systems and displayed a high-impact, personalized message encouraging them to Just Do It.
Problema
Runners are always in need of encouragement, especially at large races where many of the athletes have been training for race day for months. How can we celebrate them getting this far in a way that seems specifically Nike.
Resultado
Over three days at the race registraion experience over 10 thousand racers were surprised with a cusom message featuring their name as they entered the tent. A large percentage of the guests went back and retriggered their names on the 50' x 8' curved screen. On race day, over 9 thousand runners saw their names appear on one of two jumbo-trons mounted for the event. The combined experiences generated social shares and influencer posts that expressed how the digital activations connected emotionally and authentically with racers and their friends and families.