Get Your New York On was a campaign to get fans to get excited and actively participate in the New York marathon before and during the race wherever they were.

 
 
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OOH

Smile Markers placed throughout the route a week before the actual race.
Participants geolocated all of them to win special NYRR prizes. 

NYRR interactive app to get race info and geolocate Smile Markers

 

 
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TV/digital experience

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Smile Marker design exploration