To promote their new line of Boost sneakers, during a recent branding project fulfilled through clever technology, adidas harvested energy from people entering and exiting the International Santiago Marathon in Chile and used it to deliver personalized motivational messages to runners on a big screen, giving them a ‘Boost’ towards the end of the race.
Passersby (race runners, family, friends, onlookers) registered, picked up materials, explored the surroundings, and in doing so, walked through a branded entryway across energy-generating tiles, connected to a battery. Screens publicly displayed the number of people that passed through as well as the joules of energy stored by doing so.
Friends and family uploaded pictures, videos and personalized support messages by registering either before the race or at the race with brand ambassadors. Runners’ bibs had timing chips embedded within them. Messages were then synchronized and personalized by using the unique chip numbers of every runner and athletes received their positive ‘Boost’ messages of encouragement and motivation during their final stretch of the race.
Check out the video below to see how the installation worked.