Year
2022
Client
Boston Marathon x OnePlus
Category
Experiential, Digital
OnePlus wanted to authentically tie its cutting-edge mobile technology to the Boston Marathon experience while maximizing lead generation ahead of the OnePlus 10 Pro launch. The challenge was to create an activation that felt meaningful to runners and fans alike, driving real engagement instead of generic sponsorship impressions.
We built Capture Every Moment—a platform designed to connect fans with the marathon spirit both on the streets of Boston and across social channels. The campaign invited fans to “find the Unicorn,” a nod to the iconic Boston Marathon emblem, and unlock a custom Snapchat filter that transformed them into a fiery, marathon-running unicorn. We complemented the experience with a sweepstakes, curated photo collections from influencer photographers, and a rich storytelling series highlighting “Why We Run,” profiling six inspiring marathon participants and their causes.
Landing Page (OnePlus.com/BostonMarathon): Central hub capturing leads through sweepstakes entry and exclusive content access.
AR Experience: Custom-designed Snapchat filter with marathon-themed unicorn transformation, accessible via QR codes throughout Boston.
Content Series: Social storytelling featuring runners’ causes and “Hidden Gems” along the route shot on the OnePlus 10 Pro.
Influencer Integration: Key creators promoted device capabilities while amplifying campaign reach.
Limited-Edition Prize Package: Featuring a OnePlus 10 Pro and co-branded Boston Marathon Otterbox case with premium unicorn-themed packaging.
The activation delivered measurable engagement and lead generation, resulting in:
66,000 new leads and 41,000 landing page visits
13,000 AR captures, 962 shares, and 515,000 impressions from the Snapchat filter
A strong brand association between OnePlus, innovation, and the Boston Marathon spirit—transforming a traditional sponsorship into an interactive, memorable experience.
