Nike and 87 pro athletes tweeted their pledge for the year, and invited their followers to do the same – creating an exponential response.Consumers responded to #makeitcount tweets from their athletic heroes with their own, and got personal responses in return.

Celebrities and brand advocates engaged each other in dynamic conversation about how they would #makeitcount in 2012 – e.g. Piers Morgan replied direct to Wayne Rooney about how he would #makeitcount.The activity was celebrated in real-time feeds on a huge scale at SXSW, NikeTown NYC, Times Square and beyond.

Over 130,000 people responded, and Nike’s dedicated community team replied to every one with tweets of support and personalised video messages from Nike athletes.In fact, Nike formed an ongoing relationship with every single one to help them to fulfil their pledge to #makeitcount in 2012.The Nike+ FuelBand sold out within hours of launch, making it among the most successful launches in the company’s history.Twitter.com/nike went from zero to over 100,000 followers in three days. The account now has over 360,000 followers, 25x the size of our biggest competitor.