We partnered with NovusMage and OMD to develop a custom JetBlue-branded program and activation during the Boston Marathon. Spectators told us a runner’s BIB number or name, and we were able to calculate their pace due to their bib and subsequently predicted their arrival time using real-time information from the race. We also sampled thundersticks, hand-drawn cheer signs, dog bandanas, and custom dog treats from a local baker. There is nothing like coming down the marathon home stretch, seeing a 30' custom message, and all of your fans cheering you on with personalized chalkboard-style calligraphy signs.