To create something that’s Instagram-worthy, you have dig deep into the world of the brand and deliver real experiences that are interactive, meaningful, and fun. - Paul Britten, President at Britten, Inc.
Octagon / Bank of America Chicago Marathon
Experiential Marketing
December 17th, 2024
Chicago, Illinois
boxpop® 20
PORTFOLIO > BANK OF AMERICA CHICAGO MARATHON
After the 2008 purchase of LaSalle Bank, Bank of America took over title sponsorship of the iconic marathon that takes runners from 100 countries on a 26-mile architectural and cultural tour of Chicago. Tapping Britten’s 360° visual branding capability, event promoters aimed to welcome runners and spectators with an experiential “Rewards” program promotion.
BoxPop® by Britten Inc. built and delivered signage and three, custom shipping container activations where fans could take souvenir photos against backdrops depicting historic Chicago landmarks, meet and get racing advice from past marathon record holders, and make signs supporting their favorite runner. Runners could also record their own training stats on a unique “distance calculator” that delivered a thank you “reward” for participating.
After pre-registration in the McCormick Place hall, some 2,286 marathoners and 813 spectators recorded mileage tracker information on the special Bank of America calculators. Thousands more stopped to make signs and pose for backdrop photos and selfies later broadcast on social media. The activation generated first-person data and successfully boosted Bank of America brand awareness.
To create something that’s Instagram-worthy, you have dig deep into the world of the brand and deliver real experiences that are interactive, meaningful, and fun. - Paul Britten, President at Britten, Inc.
