To showcase Lucozade Sport's sponsorship of the Dublin Marathon, we developed a cmapaign that really went the distance! We set up Hydration Stations along the route, with staff offering refreshment (and words of encouragement!) to tired runners. Pro athletes Conor Murray and Colm Cooper were also there to show their support - which can make a huge difference with 26 miles of road ahead of you! At the 20-mile mark – the point where many marathon runners hit ‘the wall’ – we set up a digital ‘Wall of Support’. Friends and family members could send in their well-wishes, which were shown on displays triggered by the runners’ unique RFID tags.