Target Audience:- Active Londoners, 25-34 years.

Objectives:- Challenge the norm - make it fresh, make it different. - Maximise brand heat.- Minimise costs.Overall strategy:- Host the event at night during winter.- Move the event to central London.- Recruit 30k Londoners to take part.Digital Strategy:To allow 30,000 people to quickly register for the Nike 10K (it sold out in less than 40 hours), and facilitate running in safety at night. Training plans, Nike Training Runs and "Night Sense" ensured that the runners were fully prepared and motivated to run during the winter.