Adidas Creates 27,000 Personalised Marathon Videos
To celebrate its 30-year partnership with the Boston Athletic Association (BAA), Adidas took its 'Here to Create Legends' campaign to the Boston Marathon. Using runners' performance data, the sportswear giant turned the event into a content creation engine to surface personal experiences.
Adidas worked with US digital agency Grow, which placed seven cameras and a nimble crew of 20 around the track to capture consistent footage of the entire event. Grow then used the RFID chips in runners' bibs to pinpoint footage that corresponded with their checkpoint times, and generated nearly 27,000 videos.
Each clip includes an individual's name, multiple checkpoints and finish times, as well as a personal clip of them during the race. After the marathon, runners received an email with an access link to a shareable video documenting their achievement. In the two days following the event, 95% of the clips were viewed to completion.
Facebook's algorithm change, which now favours content shared by family and friends, makes hyper-personalised content like this social gold. Documenting and highlighting personal experiences within mass events encourages consumers to share branded content as part of their online identity, and is a great way for brands to stay on social feeds.