OUR Work /
TCS Marathon 2024
Enhancing the
TCS London Marathon
We brought TCS’s Digital Twin technology to life with an interactive Instagram filter that generated over 69,000 impressions, turning innovation into a highly shareable marathon experience.
Company Overview
We’ve worked closely with TCS on previous London Marathon campaigns to drive social media engagement. For the 2024 campaign, TCS aimed to transcend traditional sponsorship roles by integrating cutting-edge technology in a highly engaging manner.
Our primary challenge was to effectively showcase their Digital Twin technology to a diverse audience while ensuring it was compelling and interactive.
Ultimately, the goal was to transform the marathon viewing and participation experience through innovative technology. It needed to be user-centric, enabling both spectators and participants to interact with the marathon in novel ways.
This social media case study showcases the ideation and execution process behind our innovative Instagram strategy for the 2024 London Marathon.
TCS London Marathon Expo 2024
To enhance the London Marathon experience, we developed an interactive Instagram filter that brought TCS’s Digital Twin technology to life. Starting with an animation featuring Buckingham Palace and The Mall, users are invited to personalise their runner. They select their gender, and the camera transposes their face ‘live’ on the runner.
Once users initiate the virtual run, they are treated to a vibrant and interactive course where their digital twins appear alongside them. This digital counterpart mirrors the user's movements, running through a meticulously recreated virtual course.
As users approaches the virtual finish line, they are greeted by a celebratory scene that’s similar to the real-life marathon climax. The filter culminates with a virtual medal ceremony, awarding the user’s avatar. This finale not only personalises the victory but also showcases the innovative real-time simulation capabilities of the technology.
digital twin Filter in Action
The TCS Digital Twin filter was a standout viral sensation, playing a crucial role in enhancing TCS’s brand visibility. Both participants in the marathon and spectators were captivated by the unique opportunity to create a personalised, immersive race experience.
This innovative engagement tool was widely adopted on Instagram, where users eagerly shared their virtual runs.
As reflected in this social media case study, the positive reception of the technology at such a high-profile event demonstrated our ability to bring the excitement of the marathon to life. By integrating the messaging of TCS’s sophisticated technology, we made it accessible and shareable to a broad audience.
The filter generated 69.3k impressions, a substantial digital footprint, amplifying the TCS brand and the marathon's visibility.
And 3.1k captures show remarkable engagement from the community during the event.
Enthusiasm for the marathon significantly extended the filter's reach, bringing runners and supporters together.
Anmol Patel, Social Media & Insights Manager, TCS
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