Nike wanted to broaden the scope of its 10k run called ‘The Human Race’ to appeal not only to the runners but also to people who didn’t participate in the race. The Nike 10k races had been covered in various media channels over the years, but always from the outside. Nike was looking for a way for non-runners to really experience what a race feels like. Nike recruited five celebrity runners and rigged them up with a mobile phone and an earpiece. By pressing a button, runners were able to share their experiences with the world using a combination of voice data, Twitter and Google Maps in real time. The voice messages were turned into text messages that were automatically published at http://thehumanrace.com.ar/envivo, in their Twitter accounts, banners and digital media. GPS allowed each communication to be geo-tagged along the track.
As a result, more than 650,000 people followed the race live and online either at www.NikeCorre.com or other media. Some 15,000 people ran the race in Buenos Aires.
5 Runners, 650,000 Followers
Best Use of Mobile
- Brand:
- Nike
- Brand owner:
- Nike
- Category:
- Best Use of Mobile
- Region:
- Argentina
- Date:
- October – November 2009
- Media Channel:
- Online, event, mobile
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