Tata Consultancy Services - Mobile Marketing Campaign of the Year

 

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Company: Tata Consultancy Services, New York, NY
Company Description: Tata Consultancy Services (TCS) is a global leader in IT, digital and business solutions, partnering with clients to strengthen and transform their businesses. TCS supports its domestic and international client base through an integrated portfolio of IT, BPS, infrastructure, engineering and assurance services, all delivered through the company’s proprietary Global Network Delivery Model™.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Mobile Marketing Campaign of the Year

Nomination Title: 2016 TCS New York City Marathon

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Tata Consultancy Services (TCS) is the Title and Technology Sponsor for the TCS New York City (NYC) Marathon; it’s also the premier, year-round partner of New York Road Runners (NYRR), the event organizer. TCS created the event’s mobile application with the goal of cultivating the most technologically advanced and socially engaged marathon in the world. The app (available for both android and iOS) was created using the latest design techniques, frameworks and SWIFT 2.0., and was scalable enough to support 300,000 concurrent users.

The mobile app introduced a number of new, innovative features in 2016, including:

• Live, on-map tracking of up to 20 runners in real time.
• NYRR Race Predictor Powered by Tata Consultancy Services to predict accurate finish times based on each runner’s unique running history.
• Live Pro-Athlete Leaderboard to track the leaders every five miles.
• An interactive map to guide users through the Expo, and ‘connected’ maps of the race course and subway to plan where to see and cheer on specific runners.
• Smile Markers that celebrated people, partners and locations around NYC.
• App vibration alert when tracked runners finished.

With 2+ million on-site spectators and 51,000+ runners, it used to be virtually impossible for spectators to find their loved ones as they ran. But with the mobile app’s enhanced tracking capabilities, friends and family were able to see on a map the exact whereabouts of their runner(s), knowing exactly where and when to cheer and offer encouragement. The app provided timing for each mile passed and provided projected times for when the runner(s) would be approaching future miles. Additionally, users could track runners from anywhere in the world and send support from afar. This feature isn’t available on any other marathon mobile application in the world. On race day, 98% of the running field was tracked, with users spending an average of 31 minutes on the tracking page, a 6.9% increase from 2015.

In celebration of the 40th running of the five boroughs, the Smile Markers campaign was created to connect and engage users in the digital space with real-world experiences. The interactive game encouraged users to explore the TCS New York City Marathon and the city that plays host to the largest marathon in the world via their digital devices. More than 97,000 unique users engaged with Smile Markers on the mobile app.

Some of the Smile Marker features included:

• An interactive map displaying the 26 Smile Marker locations.
• An enhanced digital experience (quiz, video, graphic, photo slideshow, or timeline) for each of the 26 Smile Markers.
• 13 Smile Markers prompted you to visit their physical locations (placed on bus shelters, billboards, sidewalks, and Citibike stations surrounding noteworthy attractions or landmarks) to unlock them, while the rest could be unlocked from anywhere.
• A Leaderboard tracked all users as they progressed through different levels: Warming Up, Halfway There, Home Stretch, and Finisher.
• An activity page pulled in social media posts created using #TCSNYCMarathon and #SmileMarkers.

As a result of its innovative features that bolstered the spectator and runner experiences, the app was ranked as the top free sports app and featured as a best new app in the Apple App Store on Race Day. It was also downloaded more than 317,000 times (a 17.4% increase from 2015 and the most ever for the TCS NYC Marathon or any other marathon) and generated increased usage of 70 million data points accessed from 53 million in 2015.

The success of the app played a critical role in showcasing the technical expertise of TCS and raising brand awareness to a broad audience, with many of the runners and their support community being target business executives for TCS. Furthermore, in being a B2B company, it demonstrated a great example of the ‘front end’ technology that TCS creates for many of its customers (e.g. a third of the Fortune 500 in the US across retail, banking, manufacturing, telecom, media, insurance, etc).

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

In 2016, the mobile app introduced several new features, driving record setting downloads and usage:
• Live, on-map tracking of up to 20 runners in real time.
• NYRR Race Predictor Powered by Tata Consultancy Services to predict accurate finish times based on each runner’s unique running history.
• Live Pro-Athlete Leaderboard to track leaders every five miles.
• An interactive map to guide users through the TCS New York City Marathon Health and Wellness Expo, and ‘connected’ maps of the race course and subway to plan where to see and cheer on specific runners.
• App vibration alert when tracked runners finished.
• More than 97,000 unique users engaged with Smile Markers
• App ranked as the top free sports app and featured as a best new app in the Apple App Store on Race Day. It was also downloaded more than 317,000 times (the most ever for the TCS NYC Marathon or any other marathon).