We reached out to friends and family using social media and our own street teams, collecting 7,000 messages of support from 17 countries. The challenge was getting these messages to the right people, at the right time during the race. Our solution was our exclusive invention called the Trigger Chip, attached to a runner’s shoe. When racers passed over special sensor mats, the software in the chip, which we wrote, identified the runner, located their messages of support and broadcast these messages on giant course-side LED screens. Digital magic, designed not just to advertise, but to inspire.

“Support Your Marathoner” was an overwhelming success. We gathered over 7,000 messages of support, including over 300 videos, and 2,000 stills, broadcast in front of more than 2 million race fans. As the messages played, every bright smile, on every runner’s face proved the program was working. After the race was over, we got even more proof. The Boston Marathon, arguably the most elite road race in the country, asked if they could use “Support Your Marathoner,” as did marathons from Paris to Phoenix to Tokyo. “Support Your Marathoner” also generated substantial media coverage, and Facebook and Twitter traffic.