70% of NYC marathon runners come from outside of New York and many travel to New York without anyone to cheer for them. So to bring the spirit of Live Mutual to life, we created Adopt a Runner—a mobile experience that matches New Yorkers with out-of-town runners, deepening the personal connection between runners and spectators and giving runners a personal cheering squad.

We ran a takeover OOH campaign to recruit supporters from all over New York City along with a targeted social media campaign to recruit runners.

After race day, we featured our favorite motivational posters in the NYTimes’ to thank all of the supporters who came out to cheer.