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Brand Activation by PRISM & Huggity for TCS Europe at 2016 Virgin Money London Marathon

by | May 25, 2016 | Campaigns, Huggity Lab

The Virgin Money London Marathon is one of the biggest marathon in the world. As an official sponsor, Tata Consultancy Services Europe wanted an easy-to-use tool which could engage a large audience.

They launched their #BreakTheWall campaign and used the Huggity Lab’s technology who worked in collaboration with PRISM to shoot people breaking a fake wall while wearing some funny disguises. This hashtag has been chosen by TCS Europe because it has a specific meaning in the running world. When someone “hits the wall”, it means that he got a sudden fatigue. So TCS Europe wanted runners to break two walls : the exhaustion and the fake one.

All runners had been given the opportunity to take a picture and share it on their social networks. This led to an impressive amount of 1792 photos taken on which approximately 2300 people were shot during the 4 days activation campaign.

Moreover, 2066 emails and 956 phone numbers were collected thanks to Huggity Lab technology.

You can find the gallery photo for the 4 days of this activation and you’ll find below some fancy examples of people enjoying breaking the wall.

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