Link the useful app to the people behind it
Link runner and supporter apps to the sponsor's role in developing them, so event communications explain both the useful service and who created it.
The This Run campaign for Tata Consultancy Services (TCS) used large-scale installations and posters at race expos to promote runner and supporter apps while reinforcing TCS's technical role in developing them. Separate sub-campaigns supported the London and Amsterdam marathons and the Lidingöloppet running event in Stockholm, alongside a dedicated site and associated social channels.
The Drum reported in 2025 that TCS's official race apps, including live runner tracking and predicted finish times, make its normally invisible technology tangible to runners and supporters.