The lyrics became headlines. The headlines became a rallying cry... to be a participant, a challenger, a winner. To show all of New York what you were made of.
The microsite - as well as cheeky emails and elevator videos to top industry execs - playfully encouraged all to out-donate their peers.
Projectionschallenged residents to support their borough's local runner by texting a donation of $5.
Company emails brought the challenge down to co-workers. A cheap tee shirt and a year's worth of bragging rights.