October 12, 2012 /
Lead-Up To The Chicago Marathon
Core Twelve worked with Nike Running to develop installations that would create awareness of their Nike+ running application for the Chicago Marathon. The concepts were designed to engage runners, encouraging them to download the free applicaton and also share their experience through photos and social media.
Prior to the marathon, a massive graphic was applied to the concrete on Chicago's lakefront running path. The visual incorporated a dramatic perspective of a runner that caused many to take photos of interaction with the scene. This was the first ever ground installation executed with the Chicago Park District on the lakefront path.
At the runner's EXPO on marathon weekend, a large video wall installation featured a Twitter handle tag cloud in the shape of Nike's marathon visual. An application was developed to dynamically generate the visual using the handles of those who tweeted #OWNCHICAGO. Prominence of the handle positioning was based on the participants Twitter activity. The installation was a big hit with EXPO attendees, drawing a constant crowd.