New York Road Runners

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.