Tel Aviv is a vibrant city with more than 1 million tourists a year, 450 bars, 1,320 restaurants and about 14 kilometers of bright, sandy beaches. Samsung and Israel’s branch of the Leo Burnett advertising agency recently collaborated to philanthropically hack the upcoming Tel Aviv Samsung Marathon.
Like most marathons, participants receive an RFID chip on their number to track their times and progress for each leg of the race. This year, the course will be transformed into a virtual video game in which runners can collect coins by passing over strategically placed stickers that have been dropped over the multi-course track. Each coin “collected” by any of the annual marathon’s 35,000 runners becomes a donation.
This kind of tracking technology could theoretically be used across verticals for a myriad of purposes yet to be discovered or imagined. Check out the video below. In addition to tapping into the nostalgia of early 2D gaming screens, this video summary basically says it all:
The Tel Aviv Samsung Marathon is going down on February 24, 2017, and it’s safe to say that some new and more involved footage will surface shortly thereafter in case you want to track the story.