Engage your customer with an emotional experience.

Asics tie-in with the New York city marathon
Marathon runners often complain about hitting ‘the wall’ a certain distance through the marathon. Asics tried to help prevent this with a genius idea where the runners had RFID tags in their shoes, and when they passed readers at specific points on the course, they would then get a message of encouragement from their loved ones. As the video below shows, it worked really well.

via wearesocial.net

This is great. A customer experiences a brand through static, interactive, and human touchpoints. Asics did a great job by infusing human emotion into a scalable interactive touchpoint.