The race sold out one month before the event. 12,000 runners attended. 166% increase compared to previous year. During the race people got crazy about high-fiving. 4519 runners participated. They generated 8876 high-fives, which was all relevant content. Each high five got an average of 40 Likes or comments, which was like having 40 friends cheering for each runner. The total direct interactions from friends on Facebook was 356,234 and the organic reach was 2,952,812. But above all, it was an extraordinary experience for Rio 10k runners that have showed that running can actually be fun and social.

The whole project revolved around RioCorre’s 10k event. Our media strategy started 3 months before the race, at registration stage. We created an innovative idea to draw interest for the race. Also, we created a website promoting the innovative idea that would take place at race day and also opening registrations. This website connected runners through their Facebook ID and by Nike+ profile. The race event and High-Five to Share’s initiative walked side-by-side having High-Five idea as it’s main drive. E-mails, banners, Facebook Ads promoted the event and the idea. During the race, runners participating on the High-Five to Share stunt shared their feelings on Facebook by high-fiving the hands placed along the track. Sharing truly relevant content on their social networks and transforming their friends into an even bigger audience to Nike’s running event.

Nike Running Brazil faces a big challenge: make running even more attractive to a younger audience. To achieve that, Nike has been promoting running events that are more social and fun to young athletes. On November 2013 an event like that took place in Rio de Janeiro. Our challenge was to raise the number of participants and promote an even more fun and social experience to increase the interest in running. We knew that young Brazilians are very attached to social networks and almost everyone (95%) is active on Facebook. We needed to create a digital running experience. And by observing runners we had this insight: they high-five to motivate and communicate with each other. So we translated this human behavior into a digital stunt.