5 RUNNERS, 650000 FOLLOWERS by BBDO Buenos Aires for Nike

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Industry Sportswear, Athletic Footwear & Accessories
Media Case study
Market Argentina
Agency BBDO Buenos Aires
Director Daniel Santuccio
Executive Creative Director Coco Olivera, Mike Usandivaras, Rodrigo Grau, Ramiro Rodriguez Cohen
Production +castro
Released October 2009

Credits & Description

Category: Best Use of Live Events and or Celebrity endorsement
Advertiser: NIKE
#1: Nicolas Pimentel (Castro)
#2: Pedro Saleh (Castro)
Executive Creative Director: Ramiro Rodriguez Cohen (Bbdo Argentina)
Executive Creative Director: Rodrigo Grau (Bbdo Argentina)
Interactive Creative Director: Fernando Barbella (Bbdo Argentina)
Account Director: Alejandro Gowland (Bbdo Argentina)
Interactive Strategies Producer: Vanesa Wettstein (Bbdo Argentina)
Interactive Copywriter: Diego Levi (Bbdo Argentina)
Interactive Art Director: Ricardo Ovelar (Bbdo Argentina)
Account Executive: Nicolas Ibañez (Bbdo Argentina)
Account Assistant: Celina Pla (Bbdo Argentina)
Brand Running Manager South Cone: Adrian Cueto (Nike)
Brand Communication Manager South Cone: Diego Luque (Nike)
Director de Marketing South Cone: Fernando Tambasco (Nike)
Digital Partner: (Estado Lateral)
Digital Partner: (Xaga)
Media placement: Digital - Banners - Clarin.com, Lanacion.com, Ole.com, Infobae.com, Canchallena.com And Nikecorre.co - 10 Oct 2009
Media placement: Digital- Email Marketing - Nike Data Base - 15 Oct 2009
Media placement: Digital- Hotsite - Nikecorre.com - 10 Oct 2009
Media placement: PR_ Press Releases - Sent To IT And Mktg Media - 24 Oct 2009
Summary of the Campaign
This year, an innovative digital action allowed the Nike+ The Human Race 10k to be experienced lived and online from the inside. 5 runners broadcasted live while they ran, without interfering with their sport performance. Using a cell phone and a mic, 5 celebrities/runners twitted by voice. A server turned voice data into written data and instantly published it at nikecorre.com, in their Twitter accounts, banners and online newspapers. A GPS showed in real time the exact location of the runners and the relay point of each message. Over 650,000 people followed it at www.nikecorre.com and digital sports newspapers.
The Goal
The aim was to develop a communication plan to broaden the scope of the Nike+ The human Race 10K targeting not only the runners but also people that did not participate in the race, maintaining the innovative standards of the brand’s communication.We wanted to generate unique and original media content in real time and this content needed to be relevant and attractive to the media.
15.000 people ran the Nike+ 10k in Buenos Aires6,400 Twitter followers Over 650,000 people followed it live and online at clarin.com, lanacion.com, ole.com, infobae.com, canchallena.com and nikecorre.com.
The commentaries of 5 runners (2 sports journalists, 2 celebrities and 1 elite runner) were 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 cell phone strapped to their arms and a Bluetooth microphone, simply by pressing a button, the runners the runners were able to share their experiences with the world in real time (they twitted by voice). A server turned voice data into written data and instantly published it at http://thehumanrace.com.ar/envivo, in their Twitter accounts, banners and online newspapers. A GPS showed in real time the exact location of the runners and the relay point of each message.
The Situation
During the few last years many brands have been associated to sports, organizing all kind of races. Nike was a pioneer in promoting these massive activities and needed to distinguish from other brands in order to “compete” for media attention and space. Nike wanted to do something really unique this time.Throughout the years, the races have been covered in all kind of ways (radio, tv, newspapers, Internet), from the starting line, from the finishing line and even from the air. But always covered from the outside, never from the inside, live and from the actual runners.
The Strategy
We developed a technological innovation that allowed online media to offer their readers unique and relevant content regarding a massive event. For the first time a 15,000 person race was going to be covered from the inside in real time, told by the runners without interfering with their sport performance.This innovation was embraced by main digital newspapers and sport websites. They promoted it on their sites days before the race, telling their readers that this time they could have an online and live coverage of one of the most popular sport events in Buenos Aires, told by 5 celebrities running at the Nike 10k.So we had great media coverage at every stage: before and during the race and also after the event, because then we told the rest of the media what we did and got more coverage from other sections and specialized media (IT and marketing).