Brazil’s entertainment model has TV as it’s main channel, but online entertainment is raising fast. Brazil has 105 million internet users, which are, on average, 27 hours per week online. 36% of their time online are dedicated to social networks that work mainly as content distributors. The biggest social network is Facebook, where more than 90 million users spend on average 9 hours/week. Brazilian people tend to consume on Facebook and Twitter funny entertainment and a live coverage of the hottest themes and trends at the moment. TV is still the main content creator but the subjects are quickly discussed online. YouTube keeps growing as a huge entertainment channel as does its live coverage of events. Soccer games and sport events are usually watched on TV and commented online. And also, Brazil has recently approved a bill that ensures internet neutrality, privacy and freedom of speech online.

To runners, we were able to raise interest on participating of the event and promoted a true social and fun running experience. To runner’s community of friends, we created awareness and increased their interest for running. To the brand, we created a perception of innovation at the physical and digital world. We translated this human behavior into technology, and that’s why it was so easy for runners to understand the whole idea. The interaction with High-Five to Share motivated runners and the posts shared on Facebook were relevant to their friends.

The race sold out one month before the event. 12,000 runners attended. 166% increase compared to previous year. During the race people got crazy about high-fiving. 4,519 runners participated. They generated 8,876 high-fives, which was all relevant content. Each high-five got an average of 40 Likes or comments, which was like having 40 friends cheering for each runner. The total direct interactions from friends on Facebook was 356,234 and the organic reach was 2,952,812. But above all, it was an extraordinary experience for Rio 10k runners that have showed that running can actually be fun and social.