Company

The TCS London Marathon is the world’s most popular marathon, with over 1.3 million finishers since 1981. Each year, tens of thousands of runners take on the 26.2-mile route from Blackheath to The Mall, supported by millions more watching, sharing and cheering from the sidelines and across social media.

Outernet London, home to the world’s largest collection of digital screens in The NOW Building, is the perfect stage to bring that energy into the city centre, turning marathon excitement into a visible, shareable moment across one of London’s most iconic public spaces.

Challenge

Without fail, the London Marathon generates an enormous volume of social content every year. Runners share finish line photos, supporters post from the sidelines, and millions engage online, drawn in by the emotion and personal stories behind every mile. But all of that content stays trapped on social platforms. Seen briefly in a feed, then gone.

For both the London Marathon and Outernet, the opportunity was clear: take the content people were already creating and bring it into a physical space where it could be experienced collectively, not just scrolled past individually.

The challenge was building a system that could curate, moderate and display that content at scale across Outernet’s screens (all in real time on activation day) and in a way that felt like a genuine celebration of the marathon community.

Solution

Amondo partnered with Outernet London and the London Marathon to power a live social content experience across The NOW Building’s four-storey screens, first for the marathon’s 45th anniversary in 2025, and returning for race weekend in 2026.

2025: Celebrating 45 years of the London Marathon

For the 45th edition, Amondo built an API-powered integration with Outernet’s screen infrastructure to curate community content into a digital exhibition in The NOW Building. Participants and supporters were invited to share their marathon memories and photos using #MyLondonMarathon.

Content was pulled from Instagram hashtags and Stories alongside direct submissions, curated by Amondo’s moderation team, and displayed across the screens throughout the day. The exhibition was opened by Paula Radcliffe and ran alongside the ballot launch for the 2026 marathon.

461 pieces of community content were curated into the experience, with 73% of which were added on activation day alone.

2026: Live on race weekend

The partnership returned for the 2026 TCS London Marathon. Using #LondonMarathon, Amondo curated real-time content from runners and supporters into the screens at Outernet, turning the city centre into a place where the marathon community could see themselves on screen and feel part of something bigger than a social feed.

Results

The Amondo-powered activations turned social content into a shared, physical experience across two editions of the London Marathon:

• 461 pieces of community content curated across two years of activation

• 337 were submitted on activation day alone in 2025, showing the strength of real-time participation

• Content sourced from Instagram hashtags, Stories and direct submissions, all rights-cleared and brand-safe

• API-powered integration with Outernet’s screen infrastructure, built to scale across future editions

The London Marathon and Outernet proved that the content fans are already creating on social becomes far more powerful when it’s brought into a physical space people can experience together. Instead of disappearing into a feed, marathon moments were given a stage.