CHALLENGE

Nike WeRunSeoul is Korea’s hottest race with a record of 30,000 registration tickets being sold out in just 7 minutes. However, the heat of the registration day was not carried forward until the actual race. We came up with a new way to keep runners motivated during this 7-week-long preparation period.

IDEA/EXECUTION

We developed a mobile platform for the WeRunSeoul game that could keep runners on their toes for 49 days from the announcement to the day of race. Runners competed with others to collect points based on Nike+ Running app data. Seoul became one big playground for runners.

RESULTS

21,947 game participants ran 160,000 km during the course of game that lasted 49 days.

The number of Nike+ members went up by 50% and Korea ranked #3 in Nike+ Running Android app downloads! Game guilds were created online and the number of Nike Korea Facebook fans increased by 45%. We Run Seoul became a running campaign that kept the excitement going for 49 days rather than just one shot, utilizing the innovative mobile tool.