CBS Outdoor has partnered with ASICS, the leading manufacturer of athletic shoes and performance apparel, and their lead creative agency, Vitro, to launch a “Marathon Experience” transit advertising campaign inside New York City’s Columbus Circle subway station. Timed to kick off ASICS’ sponsorship of Sunday’s 2011 ING New York City Marathon, the promotion is a first-of-its-kind interactive exhibit that completely takes over the subway station with 64-foot-long video screens featuring interactive displays, ASICS products and inspirational messages that build up to the marathon. The campaign was conceived by ASICS, Vitro and the Outdoor Advertising Group (OAG), and will run through Nov. 28.
Measuring the size of two football fields, the exhibit was jointly produced by CBS Outdoor and Inwindow Outdoor, a leader in interactive storefront and mall advertising. Among its many features is a “Run with Ryan” video simulation that lets the public pace along with ASICS athlete and Olympic marathoner Ryan Hall, who runs the entire length of the 64-foot wall in real-time. Fans will get a chance to run with him side-by-side along the video screen. It’s just one of the many features that will be presented during ASICS’ “Marathon Experience.”
ASICS will also use the subway advertising exhibit to debut its 2012 mantra, “Stop at Never,” which highlights the company’s commitment to athletic excellence and technological innovation, the same inspirations at the core of the Marathon Experience at Columbus Circle.
“This is a unique, attention-getting outdoor display that builds buzz and anticipation for one of New York’s greatest pastimes, with an emotional connection to one of its biggest sponsors – ASICS,” said Alvaro Muir, vice president of digital media, CBS Outdoor. “No one does station domination campaigns like CBS Outdoor, but with the ‘Marathon Experience’ we’ve raised the bar by successfully incorporating interactive elements that will engage and delight passersby, and call attention to ASICS and its many products.”
“The ING New York City Marathon is a life-changing experience like no other for many runners, and it is fitting to transform aNew York City landmark to pay tribute to the sport and give a small glimpse into what goes into it,” said ASICS’ vice president of marketing, Erik Forsell. “It’s one of the biggest road races of the year, and we will go big and bold, paying attention to the smallest detail, to capture the essence of the marathon.”
Another exhibit, “Slices of Life,” details various pieces of the marathon experience through compelling visual interpretations. From a shoelace sculpture that replicates ASICS tiger stripes to the role of the New York City Police Department to the vast number of water cups discarded during the race, each item portrays a vital piece of the marathon puzzle.
Source: CBS Outdoor
