Watch: Locals Cheer on 'Adopted' NYC Marathoners in MassMutual Video

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The rain didn't dampen the activation insurer MassMutual employed around the New York City Marathon on Sunday, the first marketing event of its kind for the Springfield, Massachusetts-based brand.

As part of its new "Live Mutual" branding, announced earlier this year, the company paired runners from out of town with local cheering supporters for "Adopt a Runner."

The nearly two-minute-long spot hitting social feeds Monday includes images of supporters and runners in the 26.2-mile race around the city—that hit Queens, Brooklyn and, of course, Manhattan—as well as on-the-street interviews.

"I want my runner to know that there's someone here that supports him," says one woman, who signed onto the initiative.

"The people cheering you on really motivate you," says one marathon participant, wearing a metal around his neck, after the race. "You hear the people yelling and screaming, it makes all the difference in the world."

MassMutual, which may replicate the effort at other races, worked with Johannes Leonardo and Giant Spoon on the effort.

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