50,000 runners cross the finish line at the NYC Marathon, and thousands more turn out to cheer them on. But tune-in at home was on a downward trend, so New York Road Runners came to my team at Madwell to create a campaign to move the nation and boost tv tune-in.

The campaign was so successful we ran it for multiple years, and I had the opportunity to work on it as it evolved each year and develop multiple touch points for both runners and viewers. 

App: Cheer Cards

Runners and viewers can use the app to create cheer-cards to be displayed on the course during the marathon.

Digital Sticker Pack

We turned our character illustrations into a downloadable sticker keyboard for texting, so it can be easily shared.

Social Media: ProPOV Series

Leading up to the marathon we asked pro-athletes to share their pro-tips with us. I then compiled their footage into a takeover story for the NYRR social channels.

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