United "The Last Marathon" - Produced work

United was one of the official sponsors of the New York Marathon 2019. To show their support to the event in a very special way they flew the 70 years old Minerva from Guam to NYC to run her 15th and last marathon and surprised her with her family and friends at the finish line. How could we make sure that also all the other runners would feel the support of United? Statistics show that most runners quit in the 20th mile because that’s when they are physically tired and mentally drained: they lose their vision for the road ahead and give up. We used geofenced social ads to draw people to the 20th mile to cheer the runners and Minerva in her last big challenge. In addition, we created and dispensed posters signed by United at the 20th mile, making sure the runners won’t give up just a few miles before the finish line.