New York Road Runners

We built a campaign to move the nation.

New York turns out for the marathon. But tune-in was low.

50,000 runners cross the finish line at the NYC Marathon, and thousands more turn out to cheer them on. But tune-in at home was on a downward trend. We needed a campaign that acknowledged the unique nature of this marathon among all other marathons, with a hook so strong it could reach through to viewers at home.

Our answer to the problem: a multi-year, multi-faceted campaign called It Will Move You. The campaign fully delivered on the promise of the marathon for runners, spectators, and supporters. Not only did we drive tune-in, we got people texting each other digital stickers. And creating digital cheer cards. And using a whole new vocabulary to describe the unique physical and mental Everest that the marathon can be. We even convinced ourselves to run.


Out of Home

NYC Marathon wheatpasting
Javits Center NYC Marathon installation
New York City Marathon banner hanging at Javits Center

App: Cheer Cards

CheerCard sticker examples
Cheer Card in Time Square, New York City
Cheer Card along running route in New York City

Social Media: Pro POV Series

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