Allwyn Perfect 10 at the 43rd Athens Marathon. The Authentic

At the 43rd Athens Marathon. The Authentic, Allwyn’s stand challenged visitors to stop a timer at exactly 10.00 seconds with a buzzer. A perfect 10 won Apple AirPods Max, and every player’s points went to a good cause through Allwyn Care.

Challenge

In November 2026, the 43rd Athens Marathon. The Authentic set a record of more than 85,000 runners. As Grand Sponsor, Allwyn wanted its stand to be more than a logo among thousands of people: a place runners, families and friends would stop at, play and leave with a reason to talk about the brand and its Allwyn Care programme. YARD asked ABOVE Digital for an activation simple enough for anyone and exciting enough to keep people coming back.

Solution

ABOVE Digital created Perfect 10. One buzzer, one timer and one goal: stop the clock at exactly 10.00 seconds. Visitors hit the buzzer, watched the timer on the big screen and tried to stop it at the perfect moment. Anyone who hit a perfect 10 won Apple AirPods Max, and the points from every competitor were gathered for a good cause through Allwyn Care, so every attempt counted, win or lose.

Why it works

The rules take seconds to understand, but the perfect 10 is hard to hit, which is exactly what makes people want one more try. A premium prize creates the buzz, and Allwyn Care gives every player a reason to take part even if they miss. More than 2,000 visitors played, and over the marathon weekend people kept coming and queues kept forming. For sponsors at races, festivals and big public events, it is a light, fast format that turns a crowd into players and links fun to a cause.

Category:

Immersive Technologies

Client:

YARD

Delivered by ABOVE X