We reversed the usual process by bringing the digital world into the real world. We allowed runners access to a virtual experience through runner-specific direct mail, Nike instore media, running clubs, and Nike mail news. The “Number Wall” was designed to interface with Twitter, Mixi, and Facebook expanding visibility, and building enthusiasm for the wall. A sekai-camera also allowed runners and friends to view magic numbers along the race route. All of this worked to boost participation and to unite the community of runners, but it was the van itself that made the difference on marathon day.

Of the 35,000 runners, 13,000 participated. That’s what we’d call our magic number!