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