Samsung Turns Marathon Into A Videogame
As part of its title sponsorship of the Tel Aviv marathon in Israel, Samsung is turning the course into a videogame-like event.
Runners will be able to collect virtual coins throughout the race, which the brand will then be converted into real money and donated to charity.
The race takes place on 24th February, with each participant having a timing chip which allows their personal race data to be collected and Samsung is using this to add this new feature.
Throughout the course, there will be stepping pads which represent virtual coins, where participants can collect the coins by stepping onto them as they run pass. When they step on the pad, the runner’s ‘coin count’ is registered on the electronic chip and forwarded to Samsung’s database to be turned into real money.
After the race is complete, Samsung will donate the money on behalf of the runner to the charity of their choice.
The advert for the upcoming marathon was created by ad agency Leo Burnett, Israel.
