Last year, Asics gave New Yorkers a taste of the ING New York City Marathon experience with a huge interactive video wall at the Columbus Circlesubway station. Commuters had to try to keep pace with marathon runner Ryan Hall as he whizzed by on the screen. This year, Asics took over the major transit hub again to create another mind-blowing station domination full of interactive features and fun facts to put everyone in the racing mood!

Interactivity was the focus of this domination. LED video screens along the station's main corridor were equipped with motion sensor technology to create the illusion of marathon runners racing by as commuters passed in front of them. The screens also displayed a running count of the energy generated by subway riders traveling through the station, and showed a map of the marathon route throughNew York's 5 boroughs, complete with vivid imagery of key points throughout the race.

Asics also incorporated a social media component into the campaign, with wallscapes against which commuters could take photographs that placed them in the race and at the finish line. The hashtag “#asicsnyc” and a QR code to download the free 'Break the Tape' app allowed the audience to share their photos on social media sites.

Another wallscape listed the marathon's participants where they (or their family and friends) could search for their names or those of other runners. Michelle Reed (pictured below right) found her name on the list and took this photograph to share online. ARES Outdoor wishes Michelle, and all the other participants, the very best of luck!

In a particularly inspired move, corridor storefronts were co-opted to create eye-catching exhibits. Filled with everything from running shoes to coffee beans, the storefronts also included fun facts and figures about their contents, and the attire needed by runners on the big day.

To complete the station, Asics set up a final storefront exhibit that included touch-activated images of audio speakers arranged in the shape of a giant shoe. When commuters touched the images they would hear the sound of crowds cheering or of car horns honking, giving a very real sense of the race experience.

With the marathon right around the corner, Asics’ fully branded Columbus Circlehas runners and New Yorkers alike anxiously awaiting the big day!