The objective was to do a promotion in which users would get involved using Nike products, social networks and sports activities.

1,344km bid (equivalent to running across Italy, North to South).

A pair of Nike Free was 'sold' at 332km (equivalent to running from London to Paris).

Over 25,000 people visited the auction site.

10,000 hardcore runners reached.

Organic search of the 'Bid your sweat' concept got 32,400 search results within the first 2 weeks

#makeitcount is Nike’s current global campaign. In order to demonstrate that it does count, we created the first Nike auction site.On this site, you’d find exclusive Nike products, but the only way to bid for them is by accumulating Nike Plus Kilometres.

This was most relevant mainly because the way to bid for products was by using Nike+ and running. No money involved.