The all-new 2010 Jetta was unexpectedly loaded with more amenities than you expect for $16,000. so much more, we positioned the car as Great, for the price of good. As part of the launch, we had the opportunity to design an experience for the 2010 Chicago Marathon. To extend our campaign ethos to the Marathon, we surprised runners and fans with unexpected moments of more.
Mile 12. Nearly half-way done. This was the perfect opportunity to build the VW Fan Zone and surprise runners with some unexpected motivation to propel them through the next 14.2 miles. To do that, we brought together a giant motivational crowd with live stage performances by Z-trip, Questlove and Chicago natives, OK GO!
At different points during the Marathon, we hung LED boards displayed motivational SMS messages to the runners from their family and friends.
Before the marathon, we surprised marathoners at the registration expo with Ultramarathoner and running guru, Dean Karnazes.
We designed activations that would run throughout the weekend and the race including unique social media photo op backdrops, Celebrity interaction, SMS text cheers, ergonomic VW cheer cards and, of course, the VW Fan Zone with local and national celebrities.
A tiny bit of product
Our experiential activations were surrounded by traditional efforts as well like this print piece which appeared in the Marathon program and local, Chicago dailies like the Chicago Tribune.