"Newsflash" banners went LIVE every 6 minutes, within 10 seconds from production to posting, totaling 102 banners on the Google Display network during the race. Headlines reporting the LIVE excitement such as unexpected turnovers, runners missing the cut-off time, and record setting sprints were posted along with the real-time location of the occurrence. The real-time location of the runners was tracked by setting GPS on the coaches' cars driving behind each runner. The location data indicated on Google maps would then be pulled into the banners in real-time, showing the runners' icons moving across the map.

We achieved 73M impressions in 11 hours, TV viewership ratings increase of 1.4% compared to previous year, generated over 10K tweets referring to the newsflash banners during the race, and 140% increase in site visit. But our success was much more than broadening the audience of this marathon race; we pioneered a new possibility of smartphone banners by transforming it into a LIVE broadcasting media.