Cannes Lions

THE HUMAN RACE 10K

BBDO ARGENTINA, Buenos Aires / NIKE / 2010

Presentation Image

Overview

Entries

Credits

Overview

Execution

This year, using an innovative digital action the Nike+ The Human Race 10k was experienced live as told by the runners.

The commentaries of five celebrity runners where broadcasted live using a combination of voice data, Twitter and Google Maps to share on the web what was going on in their heads during the race in real-time without interfering with their performance. Using a cellphone strapped to their arms and an earphone, simply by pressing a button, the runners were able to share their experiences with the world in real-time. The voice message was turned into a text message that was automatically published at http://thehumanrace.com.ar/envivo, in their Twitter accounts, banners and digital media. This technological marvel was topped off with a GPS that showed in real-time the exact location of the runners and the relay point of each message.

Outcome

TECHNOLOGICAL INNOVATION + UNIQUE PR CONTECT (REAL-TIME STORY TELLING) + INTEGRATION OF PLATFORMS + MASSIVE REACH15,000 people ran the Nike+ 10k in Buenos Aires6,400 Twitter followers Over 650,000 people followed it live and online both at www.NikeCorre.com and online media

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