Adidas using race bibs to create personalised marathon videos for runners
Adidas will be using chips implanted in marathon runners' race bibs to create 30,000 personalised videos in a matter of hours at the Boston Marathon.
Adidas has teamed up with digital agency Grow for an innovative campaign that will see every Boston Marathon runner presented with a personal highlights video at the end of the race.
The Drum reports that every single one of the 30,000 race participants will receive a video highlight reel, even though just seven cameras and 20 technicians will be covering the marathon route.
However, Adidas is fitting every runner's race bib with a special chip that will record their race journey, both visually and with regard to metrics like their pace and split times. Grow will then collate all of this information to create a personalised video for each runner, aiming to deliver these to participants later on the race day itself.
Drew Ungvarsky, chief executive officer and executive creative director at Grow, explained that the team wanted to "transform the entire race into a creation engine".
"The result is an epic personal highlight film for every single runner who becomes part of the legend of this incredible event," he stated.
Related content
Longer-form video is capturing attention on mobile screens across the globe
Learn moreFreeWheel: Video Monetization Report Q1 2015
Learn moreCEDAR: Video Content Marketing
Learn moreVideo advertising: Assume nothing
Learn more
Rediscover the joy of digital advertising
Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly find your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.