Nike Women’s Marathon: Experiential Technology and Marketing at Scale

The Nike Women’s Marathon is one of the largest annual marathons in the U.S., celebrated for its commitment to charity and community impact, benefiting the Leukemia & Lymphoma Society. I was tasked with spearheading a project to integrate innovative experiential marketing and digital solutions into this iconic event. As the lead, I built and managed a cross-functional team to execute two primary initiatives: enhancing the on-course race experience and delivering a custom finish-line engagement workflow.

Key Goals and Implementation

On-Course Messaging Experience

• Objective: Create a surprise and delight moment for runners using real-time social media integrations and digital signage.
• Implementation:
  • Enabled Nike+ users to link their accounts with Facebook and Twitter, auto-posting race updates tied to their RFID-enabled race bibs.
  • Developed a system leveraging the Facebook and Nike APIs to pull user-generated comments and display them on large digital signs along the race course.
  • Integrated RFID technology to track runner locations in real time and trigger relevant messages at specific points on the course.
• Impact: Enhanced participant engagement through personalized, uplifting messages displayed during the race, motivating runners in a meaningful and unexpected way.

Finish-Line Experience

• Objective: Foster deeper connections between participants and the Nike+ platform through a seamless photo and reward delivery process.
• Implementation:
  • Designed and deployed a custom iOS app for event staff to scan runners’ RFID-enabled bibs, take finish-line photos, and link these directly to the runner’s Nike+ account.
  • Integrated AWS technologies (EC2, Lambda, API Gateway, RDS MySQL) for backend processing, ensuring real-time uploads and secure data handling.
  • Embedded event watermarks in photos and automated delivery to participants via the Nike+ app, driving platform adoption and user satisfaction.
• Impact: Streamlined photo delivery created a premium finish-line experience while promoting Nike+ app engagement.

Technical Architecture

This project showcased the integration of cutting-edge technologies, including:

• AWS Services: EC2, Lambda, RDS MySQL, API Gateway, and S3 for scalable, secure backend operations.
• RFID Technology: Enabled real-time runner tracking and interaction at key course milestones.
• Custom iOS Development: Built enterprise-grade iOS apps to manage photo workflows and connect seamlessly with Nike+ accounts.
• API Integrations: Utilized Nike+, Facebook, and Twitter APIs for personalized social media engagement and data synchronization.

Results and Impact

• Successfully delivered a groundbreaking race experience that combined technology, personalization, and social connection.
• Achieved a significant boost in Nike+ platform usage through innovative app integrations.
• Elevated the marathon’s reputation as a leader in experiential marketing by blending surprise, delight, and digital innovation.

My Role

• Leadership: Directed a multidisciplinary team, including engineers, designers, and event staff, ensuring seamless coordination across all project phases.
• Technology Integration: Architected the end-to-end solution, from API integration to AWS infrastructure design, to support real-time, large-scale operations.
• Innovation in Experiential Marketing: Conceptualized and executed a unique blend of technology and user experience that redefined engagement at a large-scale event.

Why It Matters

This project exemplifies my ability to deliver innovative, technology-driven solutions in high-stakes, experiential marketing environments. By blending RFID technology, cloud infrastructure, and custom app development, I demonstrated expertise in creating scalable, impactful experiences that resonate with both participants and brands.