Transforming User Engagement at the London Marathon with Giant iTab

The London Marathon is more than just a race, it’s a global celebration of endurance, inspiration, and human connection. At this year’s London Marathon Events Show at ExCeL London, we were thrilled to be part of something extraordinary: turning a traditional app demo into a truly immersive digital experience.

Partnering with the talented team at Set Creative, WPP’s Experiential Agency, Giant iTab played a central role in bringing Tata Consultancy Services’ (TCS) innovative London Marathon App to life for thousands of event attendees.

The Numbers Speak for Themselves

According to official figures from Set Creative, over the 4-day event, the Giant iTabs facilitated:

5,920 app demos by TCS staff
4,003 selfies taken and shared
17,993 “Belief Boosters” sent to runners

And the ripple effect? A massive social media reach, with user-generated content resulting in over a million likes and shares across various platforms.

CONTACT DETAILS:

Address: 4 Podmore Road, Wandsworth, London, SW19 1AJ
Phone: +44 (0) 7810 893911
Email: [email protected]

SOCIAL MEDIA

Recent Updates

From App to Experience: How Giant iTab Took Centre Stage

To demonstrate the TCS app’s full potential, we supplied 8 customised Giant iTabs, each fitted with custom-coloured fascias to align with the event’s visual branding. These weren’t just oversized smartphones, they were interactive hubs that:

Showcased the TCS London Marathon App in its full glory
Enabled visitors to send “Belief Boosters” — uplifting messages to cheer on runners
Offered fun selfie filters, with the ability for users to privately email themselves the photos
Encouraged deeper interaction with the TCS brand through intuitive, touch-friendly digital experiences
Proved successful engagement

CONTACT DETAILS:

Address: 4 Podmore Road, Wandsworth, London, SW19 1AJ
Phone: +44 (0) 7810 893911
Email: [email protected]

SOCIAL MEDIA

Recent Updates

Giant iTab in Action: Main Stage Highlights

One of the most impactful moments was the use of a Giant iTab right on the main stage, where the app was demonstrated live to a captivated audience. From runner tracking to feature walkthroughs, the oversized, fully interactive display made it easy to show – not just tell – how powerful the app really is.

Experiential Marketing Done Right

Beyond the app demo, the customised digital interface and branding opportunities offered by the Giant iTabs provided sponsors and partners with an excellent platform to communicate their value. This approach transformed a standard promotional event into an experiential marketing success.

Conclusion: A Winning Combination

This project exemplified how interactive technology and experiential design can come together to elevate brand experiences and create memorable moments for users. Whether it’s engaging marathon fans or showcasing the power of a well-built app, the Giant iTab proved to be the perfect tool to captivate, connect, and convert.

We’re proud to have contributed to such a vibrant and meaningful event, and we look forward to future collaborations that continue pushing the boundaries of what live engagement can look like.