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Samsung has taken a page out of a videogame for its marathon in Tel Aviv, and will make the course of the race into a videogame-like map, on which runners can collect virtual coins, which the brand will then donate as real money to charity in the runners name.
The electronics giant is the title sponsor of the Tel Aviv marathon in Israel, which takes place on 24 February. Obviously inspired by platformer videogames such as Super Mario and Sonic, Samsung came up with a really innovative stunt for the activation of its sponsorship.
Every participant in the marathon carries on them a timing chip from which their personal race data is collected. Samsung is adding to this tech a new element, with a checkpoint-kind of functionality.
Placed throughout the course will be stepping pads which represent virtual coins. Participants can collect these coins by stepping onto them as they run past, and as they do, their „coin count“ is registered on the electronic chip and forwarded to Samsung’s database, where it is turned into real money. After the race Samsung will donate the money on behalf of the runner to the charity of their choice.
The ad for the upcoming marathon which is expected to attract around 40,000 participants was created by Leo Burnett Israel.