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adidas wanted to underscore its unmatched commitment to all athletes determined to give everything to achieve the extraordinary. The company delivered on this ambition at the 2011 Berlin Marathon, where 15 runners were kitted out with special custom-designed cameras. The website www.adidas.com/angesichtdesmarathons functioned as the central hub: all of the recorded runs, interviews with the participants and background information were posted on the site. Posters, flyers, press releases, ads, the runners’ shirts and a film were used to generate attention. The event was also streamed in real time and n-tv even included it in its live coverage.
Heimat Werbeagentur GmbH