The American Express Finger Marathon is a marathon that everyone can run with two fingers only. And the creative idea behind it was to create the most innovative and fun marathon experience for everyone who visited the Tokyo Marathon Expo 2018.

First a precise detailed digitalized replica of the 2018 route street by street was built, then avatar runners were developed utilising the latest motion tracking technology. The Finger Marathon was presented on the weekend of the marathon and visitors were invited to sign up for an American Express to win fast track access to run the course in real time, virtually. From old to young, faster to a bit slower, hundreds of dreams came true in two days.

In order to create an authentic experience of the Tokyo Marathon, it was important we pursue realism in every detail, so we everything was created from scratch. The game itself was made by 3D modeling of actual Tokyo landscapes and buildings with billboards and logos (slightly modified) exactly the way it looks. The avatars were also made to act like human runners, motion captured from a real marathon runner, simulating movement such as, running, sprinting and running through goal tape with both hands up so participants feel like they are competing in the actual Tokyo Marathon

The American Express Finger Marathon was implemented during the weekend of the Tokyo Marathon from the 22nd to the 24th of February at the Tokyo Marathon Expo 2018. An event that attracts more than 115.000 visitors each year.

The American Express Finger Marathon activation enabled the brand to increase its new card membership recruitment up by 143% on the previous year.

The American Express Finger Marathon was an event that directly expressed the brand values and reached out to potential card members by offering them an exclusive, unique experience.

As official sponsor of the Tokyo Marathon, American Express brought its mantra of Realize the Potential, to life by giving everyone the chance to run the course of a marathon that only has capacity for 36K but has more than 320K applications.

Presented at the Tokyo Marathon Expo 2018, visitors were invited to run through a digitalized replica of the route with their two fingers to experience the thrill of the race.

The strategy behind the American Express Finger Marathon was to inject a stronger sense of relevancy to the American Express sponsorship of the Tokyo Marathon 2018 and use the event with more than 100.000 visitors as a platform to reach directly to potential new American Express members.

The core target audience was adults, 30 to 50 years old, urban, affluent male and female with annual income of more than $50,000, who participate in marathons or have interest in athletic fashion.

American Express is an official sponsor of the Tokyo Marathon 2018. But sadly, the race is over-subscribed with 320,000 applications for only 36,000 available places.

We were briefed to create an activation that would engage everyone who visited the Tokyo Marathon Expo 2018, in a memorable, relevant and tech-lead brand experience to increase brand awareness and recruit new card members.

The American Express Finger Marathon was implemented during the weekend of the Tokyo Marathon from the 22nd to the 24th of February at the Tokyo Marathon Expo 2018. An event that attracts around 100.000 visitors each year.