In advance of this year’s Boston Marathon, Adidas says it’s planning to capture and create personal highlight videos for all 30,000 runners of this year’s race.
According to the plan: “Adidas will deliver videos to the 30,000 runners taking part in the marathon within a few hours of them completing the race. Along with the runner’s personal highlights, the Here to Create Legend videos will also feature general race day footage and music.”
How it works: “RFID tags in the runners’ race bibs and street mats that emit ultra-high frequency radio waves will provide Adidas with data on each runners’ performance. Using this technology, the sportswear brand is able to capture all the footage for the videos with just seven cameras and a team of 20 people spread across the 26.2-mile course.
Why It’s Hot:
We often talk about the trend of ultra-personalized product or service experiences, but marketing hasn’t necessarily been a major part of that conversation. As this becomes peoples’ overall expectation of brands, it will have to adapt.
Plus, in another time, Adidas would’ve just made a nice commercial touting its 30 years of race sponsorship. But instead, it decided to devote time, money, and effort to adding something memorable to the experience of the athletes running the race it’s sponsoring.