Cannes Lions


BBDO ARGENTINA, Buenos Aires / NIKE / 2011

Presentation Image
Presentation Image






In Twitter the popularity is based on the number of followers, exactly the same in a real race where the winners are followed.We developed the first race that compared the results of the virtual and real worlds. In this online and offline experience, participants dare friends and contacts in Twitter to see who is following who.

We posted a video of the idea on so every participant had a chance to sign up for the race.We created an application that contrasted 10k race times with the followed and followers in Twitter.


In only 3 weeks there were 70,000 visits and over 1,300 registered users sent videos to more than 160,000 followers (10,000 people ran the Nike 10k).

More than 3,000 tweets talked about the interTwitter race.

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