CONNECTING WITH CONSUMERS VIA TECH...Read MoreINSIGHTThe quintessential London Marathon experience is one of philanthropy, unity, and camaraderie. Training for the London Marathon is not easy. That's why runners in London love to finish their training with a cold pint....Read MoreIDEAInspired by the local ritual of runners coming together to enjoy a pint after a hard run, we opened a New Balance branded pub exclusively for runners — where the only currency accepted was miles run. Through our unique payment system, runners can use the miles they've run to buy ice cold pints.By joining the challenge on the popular running app Strava, a card is uploaded into the runner’s mobile wallet. As the run progressed, the card filled up with miles that turned into real-time currency.Runners could scan their cards at New Balance’s Runaway Pub to exchange miles for pints....Read MoreRESULTSResults included a new kind of engagement with New Balance and a rewarding branded experience for consumers.23,110 cards added to mobile wallets532,961 miles run62,672 pints earned...Read More/MEDIA COVERAGERunner's WorldCampaign USSole CollectorDozens of others /AWARDSGold at New York Festivals AME AwardsSilver at Jay Chiat AwardsWinner at Communication Arts Interactive AnnualWinner of Adweek Project Isaac awardTwo shortlists at Cannes Lions Festival of CreativityTwo shortlists at Communication Arts Design ShowShortlist at Gerety Awards...Read More