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Every year 50,000 people run the New York City Marathon, but 70% of those people are traveling from outside of NYC to run, all alone with nobody to cheer them on. MassMutual is a life insurance company that believes life is better when we live interdependently and rely on one another, so we created the Adopt a Runner program to let New Yorkers adopt runners from all over the world so that everyone had someone to cheer them on, and someone to cheer for.

We built a digital platform to unite runners and spectators and then ran a digital, social, and out of home campaign to get New Yorkers excited about getting to know their new best friends from abroad, and reached out to runners directly based on marathon signups. In the end we matched over a thousand runners with locals who went wild screaming their names.

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