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The New York City Marathon is November 1, 2009. It’s always a big day here in the City but I never know when it is until the very day is upon me and I hear the traffic report citing multiple street closures. I most certainly had no idea who pays for the whole thing. For all I know, the City foots the bill.

But that all changed a few days ago when I walked into the Dunkin Donuts on 14th and 6th undecided about the type of donut I wanted for breakfast. Should I go seasonal with a Pumpkin Donut or traditional with an Old-Fashioned? To my great surprise there was a new donut featured prominently in the center of the bakery rack. It was a traditional, glazed donut with orange icing and blue sprinkles. I knew it most certainly was not in honor of the Mets (and their very disappointing season), so I inquired further. Apparently it was the ING NYC Marathon Donut. I was intrigued and ordered it. Now I know that the marathon is coming up and that ING is a sponsor.

Nice work ING – for using a creative cross-promotion to leverage your sponsorship of the Marathon and generate awareness among a broader consumer audience.

Posted by Zer0 to 5ive’s Marybeth Sheppard. Image via Flickr/Creative Commons courtesy of Salim Virji.