Once again, it’s a shoe company that puts out something amazing. Why is it always shoe companies? I think it’s because they are tied so closely with things that lot’s of people are passionate about – sports, running, soccer, tennis, etc… – that it doesn’t take much to trigger great ideas that will appeal, stand out and engage. Whatever it is, Adidas put a really cool program together mixing RFID and video along the Boston Marathon course that creates a highlight reel for all runners. The RFID is embedded in the runners bib so it can trigger cameras at key locations. This has been done before, i don’t remember what company(maybe Adidas) but I remember a similar campaign on a Cannes reel that did this at the finish line of a race in Argentina or Brazil.
Nothing is really new in advertising but that should never stop a great.