We challenged runners to run in the worst possible weather. As soon as the weather broke down they received a challenge from Nike to go out and run. The activation integrated with NIKE+ (the official Nike Running app) was promoted on NIKE Running Poland Facebook fan page and on nike.com. Runners were receiving push notifications from this app. The social and mobile campaign was supported by online banners activated by the weather. The designs (different one when it rained, different for when it snowed, etc.) were linked to a weather database. On Facebook, a weather-based and location-based mechanism was used. All this to reach runners with a push notification exactly when they needed the motivation.

We encouraged people to run in the worst possible weather. After completing their challenge, users shared their Nike+ activity on Nike Running fan page. Users shared not only content and results, but also their stories - to complete the challeneges users left their jobs, ladies ran in high heels, one man even left dinner party with his girlfriend's parrents. We proved that it’s possible to engage the running community during the season in which running is not the most popular activity. And we did this by staying true to Nike’s core values.