The Three Ways Nike’s NYC Marathon Campaign Mastered Contextual Storytelling

With Ballyhooamp8217s new 10year advertising agreement with the Staten Island Ferries our teams worked together to create an impactful presence that elevated the marathon experienceThis campaign didnamp8217t just celebrate the spirit of the marathon it demonstrated the potential of smart meaningful advertisingSo why were the Staten Island Ferries the perfect choice for this campaign1 A contextual beginning to the raceWhitehall Terminal the gateway to Staten Island and the NYC Marathonamp8217s starting point offered Nike the perfect opportunity On race day the terminal buzzes with energy and anticipation as runners prepare for the challenge aheadBy placing their ads here Nike created a contextual connection that amplified the emotional impact of the campaign This wasnamp8217t just about promoting a brand it was about inspiring runners and supporters at the very moment they began their journey2 Powerful visual storytellingA campaign is only as good as its storytelling Nike brought their message to life with bold static visuals and dynamic digital displays The campaign showcased runners pushing through challenges paired with powerful and sometimes humorous messaging that struck a chordThese visuals didnamp8217t just stand out they resonated3 Strategic placement maximizing impactWhitehall Terminal was an ideal choice as one of New York Cityamp8217s busiest transit hubs The terminal sees thousands of runners supporters and commuters on race day creating unparalleled exposure for the campaignThis strategy leveraged the power of static advertising mixed with digital outofhome DOOH advertising which continues to excel in engaging audiences A study released by the Outdoor Advertising Association of America OAAA in April 2024 revealed that 80 of consumers are likely to take action after viewing visually appealing DOOH content This makes Nikeamp8217s use of bold dynamic visuals a perfect match for the environment and audience at Whitehall TerminalThat same study by the Harris Poll shows that 71 of consumers are likely to share DOOH ads that feature their favorite products or brands On race day this was quickly demonstrated by the flood of TikToks and social media tags that came out praising Nike for its innovative campaign throughout NYCNikeamp8217s strategic ad placements ensured their message didnamp8217t just inspire the runners at the terminal it rippled across social media amplifying the campaignamp8217s reach far beyond the physical locationIn short Nikeamp8217s campaign at Whitehall Terminal was a masterclass in contextual advertisingFor brands aiming to connect on a deeper level this activation proves the value of meeting your audience where they are physically and emotionally and delivering a message that resonates in the momentWatch our full campaign recap herePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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The Three Ways Nike’s NYC Marathon Campaign Mastered Contextual Storytelling

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Helen Roldan

Breaking Barriers: Nada Bradbury’s AD-ID Strategy for Advertising Effectiveness and Women in Tech - By E.B. Moss

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The Three Ways Nike’s NYC Marathon Campaign Mastered Contextual Storytelling

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