Liberty Mutual Insurance
2014 Chicago Marathon
Social Experience

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Case Study



Moving Words allowed runners and their supporters to stay connected via the use of course-side digital screens. The interactions were powered by the RFID tag embedded in each race bibs. So all the runner had to do was run. In only 6 hours, we earned over 5 million unique impressions, 80,000 posts and 100,000 likes. Even better, more runners finished the marathon this year than ever before.