The sponsorship team of the Barcelona Marathon challenged us to gamify CaixaBank’s presence at the bib pickup area.

For the 2018 and 2019 editions, we designed three interactive experiences that transformed brand activation into playful and meaningful engagement.

The activities included:

• A Virtual Reality gamification to promote CaixaBank Payments.
• An endless runner on a videowall with motion tracking.
• A Twitter wall that displayed activity from the stand and social media using the hashtag #run4people.

The installation attracted over 3,000 on-site participants, creating a dynamic, tech-driven space inside the marathon expo.

As participants engaged with the stand, running, playing and sharing, every interaction counted. A live counter tracked the collective energy of the community, and as new milestones were reached, CaixaBank transformed that momentum into something tangible: donating nights of social accommodation to those who needed it most. It wasn’t just about technology or performance. It was about channeling participation into purpose and turning a moment of play into a real act of solidarity.