As the largest mass participation sporting event after the pandemic the 50th TCS New York City Marathon represented a powerful symbol of new beginnings for over 33K runners and hundreds of thousands of spectators coming to cheer them on. We were tasked with creating a 360 campaign around MasterCard’s partnership with the marathon, to highlight their efforts to help small businesses to get New York up and running again.
Every year, hundreds of small businesses start up, all over NYC and this being the 50th year of the marathon, just imagine how many small businesses have been a part of that history. We partnered with documentary filmmaker and small business champion Nick Heller, otherwise known as @newyorknico, to celebrate the businesses that have powered New York City over the past 50 years. Featuring three iconic small businesses near the marathon route that have overcome obstacles in the face of adversity and provide priceless impact on their communities.
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To further support the small businesses featured in the campaign, Mastercard provided each with a Digital Doors™ toolkit comprised of exclusive offerings and resources to help maximize their digital presence, protect their online operations, and succeed in the new normal. Additionally, marathon runners had the opportunity to explore a variety of innovative payment solutions and experiences all while celebrating the small businesses that have powered New York City over the last 50 years like: Tap on Phone, Mastercard’s innovative technology that turns an Android smartphone or tablet into an acceptance device. With every purchase of a $0.50 Mastercard tote, consumers entered for a chance to win one bib for the 2022 NYC Marathon and an array of prizes to support the New York City small businesses featured in the “50 Years and Running” campaign.
