Run London is Nike's annual 10K running event for Londoners. The theme for 2006 was North vs South - 17,000 North Londoners vs 17,000 South Londoners running head to head. AKQA build a digital campaign designed to recruit runners for each side, support their training, and celebrate the finish.

Launch: Emails driving to a website containing a personalised experience including training advice and viral recruitment tools.Registrations: Runners paid online, once registered they could receive text reminders for training runs. Runners could pledge allegiance with mobile screen savers and wallpapers.Event: Runners wore digital chips to track their progress. Screens provided real time feedback on the leader. Video finishes captured runners crossing the line.Post race: Txts were sent to runners as they finished to report race time. Mobile executions included SMS reminder service for training runs and send-to-a-friend service. Digital escalator panels celebrated the winners the next day.