Using the data generated by the RFID chips on the bibs worn by runners, adidas created 30,000 personalized running videos for participants of the 122nd Boston Marathon.
As part of its Here to Create Legend campaign and to mark its partnership with the Boston Athletic Association, adidas worked with digital agency Grow to capture footage with seven cameras and a 20-person crew. The personalized films will be developed based on pre-set camera angles and shot lists, which will help to create thousands of unique films for individual race runners.
On top of capturing footage throughout the race, additional content was captured at the culmination of the race, which marks a special milestone for all event runners.
Key Themes Behind This Trend
- Personalized Video Marketing
- The use of personalized videos for marketing campaigns can create unique and engaging content for customers.
- RFID Technology
- The use of RFID technology in events can provide valuable data that can be used for personalized marketing and customer experience.
- Multi-camera Footage
- Using multiple cameras to capture footage can provide more opportunities for personalized and unique content creation.
Where This Applies
- Sports Apparel
- Personalized video content can be used as a marketing tool to promote sports apparel brands.
- Event Management
- RFID technology can be used for data collection and personalization in event management.
- Digital Marketing Agencies
- Multi-camera footage for personalized videos can create opportunities for digital marketing agencies to offer unique content to clients.
