This campaign was created to promote the Nike+ app. We made an activation during the Nike 10K race, creating motivational messages. This messages were written with fonts drawn by runners, training with the app.

We invited runners to train in a funny way, using the app.

We challenged them to run in random zones of the city using Nike+ and “drawing” letters with the gps map of the app.

In social media we motivated people to draw a letter with Nike+ and share it with the race hashtag #werunmvd.

The reward? Runners would find motivating billboards during the race written with the same letter they draw while training.

We created motivational phrases with the letters created on the action. We put that phrases during the circuit to encourage runners, with and alphabet created RUNNING.

We completed the alphabet in a few days, with different kind of letters and sizes.

Nike+ increased its download to 14% +.

Nike+ increased its active users to 58% +.

We increased the interaction up to 20% in facebook and twitter of the Nike Uruguay official channels.