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

With Ballyhoo’s new 10-year advertising agreement with the Staten Island Ferries, our teams worked together to create an impactful presence that elevated the marathon experience.

This campaign didn’t just celebrate the spirit of the marathon -- it demonstrated the potential of smart, meaningful advertising.

So, why were the Staten Island Ferries the perfect choice for this campaign?

1. A contextual beginning to the race

Whitehall Terminal, the gateway to Staten Island and the NYC Marathon’s starting point, offered Nike the perfect opportunity. On race day, the terminal buzzes with energy and anticipation as runners prepare for the challenge ahead.

By placing their ads here, Nike created a contextual connection that amplified the emotional impact of the campaign. This wasn’t just about promoting a brand -- it was about inspiring runners and supporters at the very moment they began their journey.

2. Powerful visual storytelling

A 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 chord.

These visuals didn’t just stand out -- they resonated.

3. Strategic placement, maximizing impact

Whitehall Terminal was an ideal choice as one of New York City’s busiest transit hubs. The terminal sees thousands of runners, supporters, and commuters on race day, creating unparalleled exposure for the campaign.

This strategy leveraged the power of static advertising mixed with digital out-of-home (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 Nike’s use of bold, dynamic visuals a perfect match for the environment and audience at Whitehall Terminal.

That 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 NYC.

Nike’s strategic ad placements ensured their message didn’t just inspire the runners at the terminal -- it rippled across social media, amplifying the campaign’s reach far beyond the physical location.

In short, Nike’s campaign at Whitehall Terminal was a masterclass in contextual advertising.

For 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 moment.

Watch our full campaign recap here.

Posted at MediaVillage through the Thought Leadership self-publishing platform.

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