To celebrate a 30 year partnership with Boston Marathon, Adidas will create 30,000 videos for anticipated 2018 Boston Marathon runners. This monumental task is part of Adidas’ ‘Here to Create Legend’ campaign that is, in part, a tribute to the victims of the 2013 Boston Marathon bombing.
The videos will be available following the Marathon. Runners will receive an email with information on how to access them.
The campaign's promo video released on March 30th.
https://www.youtube.com/watch?time_continue=26&v=dT583En6-28
According to The Drum,
“Data generated by RFID chips on race bibs, like pace and split times combined with street mats that broadcast ultra-high frequency radio signals from antennas allow Adidas, in partnership with digital agency Grow, to capture individual videos using just seven cameras and a 20-person crew around the 26.2-mile course. The highlight reel will combine scenes from race day against an inspiring soundtrack.”
To ensure a quick delivery of the videos, Adidas conducted test runs at other races. They storyboarded and prototyped with camera angles. Adidas then added shot lists and sound effects to eliminate excess footage and unnecessary editing.
Cameras at 15K mark and at the finish line captured footage of the runners. This one of a kind campaign will give all runners the opportunity to own and revisit their personalized photo finish.
Consumer demand for personalized content is at an all time high and brands everywhere are starting to pay attention. The level of personalization reached by Adidas is an extreme example but many brands have started taking steps to ensure personalization is a key part of their digital content strategy.
Sephora has become a content personalization leader. Recently, they were listed as number one on Sailthru’s 2017 Retail Personalization Index. Their “assisted self-service” strategy allows shoppers to virtually try on makeup via their desktop and mobile experiences, ensuring that customers get the right shade for their complexion.
Keeping in tune with the Boston Marathon, Spotify and life insurance company John Hancock are exploring personalization for the event. They recently teamed to create personalized playlists for athletes based on their listening habits. Additionally, the brand’s elite athlete team will also offer up motivational tips.
