Engagement Experiences for Sports Events | London Marathon 2025
Following the success of our activations at the 2024 London Marathon Expo, we were thrilled to return in 2025, bringing fresh experiences to entertain and engage participants and fans alike.
This year, our team was on-site at two locations: ExCeL London and Nike Town on Oxford Street, where we delivered immersive photo experiences, live event printing, and exciting prize giveaways.
Immersive Photo Experiences, Live Event Printing, and Prize Giveaways at London Marathon
AI Photo Booth at TCS London Marathon 2025
At London Marathon 2024 we deployed our Hero Booth. This year, AI Photo Booth was the natural choice.
As runners and supporters navigated the expo, AI Photo Booth provided a fun and memorable final stop designed to boost spirits ahead of the marathon.
The photo booth experience featured a custom theme, turning visitors into caricatures depicting their triumphant crossing of the finish line.
Thanks to our integrated sharing system, guests could instantly share their unique images via a quick QR code scan. This boosted social media engagement dramatically, generating significant visibility for the TCS London Marathon – even drawing participation from notable influencers such as Zoe Rae.
The AI Photo Booth didn’t just offer an engaging and entertaining experience; it also gave runners the perfect social media content to share, inviting last-minute encouragement and good-luck messages from their networks.
Prize Wall for Sports Events
Last year, the TCS London Marathon Expo featured our Digital Mosaic to encourage participants towards sustainability.
Building on that momentum, this year TCS London Marathon introduced our interactive Prize Wall technology, aptly named ‘The Sustainability Wall’.
To engage with the Sustainability Wall, visitors first explored compelling facts highlighting the London Marathon’s commitment to sustainability. Guests then scanned a QR code leading them to a TCS-branded mini-site, where they tested their newfound knowledge through an interactive quiz. Only after correctly answering these sustainability-focused questions were participants awarded a unique code, granting them a chance to unlock prizes from the Sustainability Wall.
Exciting prizes included a variety of premium running gear. Even participants whose codes didn’t unlock immediate prizes were still entered into a draw for a coveted free entry into the London Marathon 2026.
Live Event Printing at Nike Town Oxford Street
Down at Nike Town, Oxford Street, marathon supporters and enthusiasts eagerly queued around the block to create personalised marathon signboards.
Using our innovative Live Event Printing software, MerchLab, participants simply entered the name of the person they were supporting into the interactive system, then watched as their customised signs printed instantly.
MerchLab excels in high-traffic event environments, making it an ideal choice for this bustling activation. The popularity of these personalised signs was clearly evident, as countless supporters proudly displayed them throughout London.
