The campaign had a double objective: announce the race and at the same time turn people into users of NikePlus, an on-line platform that represents a new way of understanding running. We started by creating a Training Song with Chema Martinez, an elite Spanish athlete, and 'Violadores del Verso', a renowned Spanish hip-hop band. This Song could be downloaded for free on the web. Then they composed a 4000kilobytes additional song, that was only available once all nike+ users that had accepted the challenge before, had ran and accumulated together up to 4000kilometres. Therefore, for each km run, 1 song kilobyte was granted.