BOSTON: Jason Jacobs ran the Boston Marathon on April 20 dressed as an iPhone that was brandishing his company's RunKeeper application for the smartphone. The campaign for FitnessKeeper's iPhone app was spearheaded by a team of students from a social media marketing class at Emerson College, who had three and half weeks to launch the campaign.

"To run as an iPhone with our application [RunKeeper] on the screen not only would get a lot of attention, but also reflects very ...