| Title | SOCIAL_MARATHON IN KYOTO |
| Brand | WACOAL CORP. |
| Product / Service | CW-X |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masahiro Amano | Dentsu Inc. | Account Manager |
| Masayuki Kudo | Dentsu Tec Inc. | Photographer |
| Masahiro Miyakawa | Dentsu Razorfish Inc. | Photographer |
| Takashi Okada | Event Director | |
| Takeshi Kobayashi | Dentsu Event Operations Inc. | Event Producer |
| Naoya Nagatake | Dentsu Tec Inc. | Producer |
| Ko Yoshida | Programmer | |
| Hajime Kuwashima | Iret Inc. | Technical Director |
| Yuuma Sasamoto | Dentsu Tec Inc. | Web Assistant Producer |
| Yoshio Murakami | Dentsu Tec Inc. | Web Producer |
| Naru Kudo | Dentsu Tec Inc. | Producer |
| Naoki Mori | Dentsu Inc. | Producer |
| Yoshiaki Shiota | Dentsu Inc. | Producer |
| Nao Otani | Dentsu Inc. | Copywriter |
| Toshiaki Fukui | Dentsu Inc. | Art Director |
| George So Sugitomo | Dentsu Inc. | Creative Director/Copywriter/Planner |
1,837 runners participated, 12.4% of all runners. 8,522 digital SNS messages gathered, transforming into traditional analogue cheers, filling the ancient Kyoto city with beautiful powerful calligraphy. Many messages included “Emoticons”, a typical Japanese text-messaging expression. This was the first time internet vocabulary was turned into traditional calligraphy. All in real-time. Creating a completely new way of running a marathon. All runners were amazed with the new running experience, and wanted to try again. Raving comments were posted on both Facebook and Twitter, from both the runners and the cheering family and friends. CW-X sold 90,000 USD at the marathon booth.
First, link your SNS ID to the special site, then the RFID chip was connected to our server. Without using any smartphones to log in, the runners’ time was automatically posted on to their SNS every 10km, from start to goal, in real-time. The runners’ families and friends saw the posted time wherever they were, and cheered for them through SNS. The SNS cheers were then re-written by the calligraphy school teams in Kyoto city, onto Japanese handmade paper. The hand written cheers were posted on to Kyoto’s historical shrines, temples and walls, never before used as a media in 2,000 year history. Changing the whole ancient city into a social linked cheering media.
CW-X, a running wear brand, wanted to launch their new brand at Kyoto Marathon 2013. Create a new communication no marathon runner has ever experienced before. First link your Facebook or Twitter account to a RFID chip, by entering your hopeful goal time at the special site before the race. Then all you had to do was just run with the RFID. Your RFID will tell you the split time, calculating how fast or slow you are against your aim time. Without using any smartphones to log in, the runners’ time was automatically posted on to their SNS every 10km, real-time. The runners’ families and friends saw the posted time wherever they were, and cheered for them through SNS. The SNS cheers were then re-written in traditional calligraphy and posted on to Kyoto’s historical shrines, temples and walls, and also held by people who were cheering by the road side.