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We partnered with Novus Mage 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 thunder sticks, Hand Drawn Cheer Signs, dog bandannas, and custom dog treats from a local baker. There is nothing like coming down the marathon home stretch and seeing a 30' custom message, and all of your fans cheering you on with personalized chalkboard-style calligraphy signs.