Dive Brief: 

• Athletic brand ASICS wanted to involve NYC marathoners in an interactive Twitter campaign with technology. 
• The brand is offering 550 statues to runners printed in their likeness. The first 500 will be first-come-first-serve to those that upload photos at minimarathoner.com.
• The last 50 will come from a "Twitter race" —where the winners that have the most tweets with their handle and the hashtag #minimarathoner. These tweets can also come from enlisting family and friends to tweet as well.

Dive Insight: 

This campaign hit a very specific demographic—the 50,000 runners of the NYC marathon—it's highly interactive and creative. Offering a real life prize in return for tweets is an excellent way to spike engagement. Not to mention, ASICS has tapped into the basic idea that everyone loves to post about their accomplishments.