Nike DM INTERTWITTER RACE by BBDO Buenos Aires

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INTERTWITTER RACE

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market Argentina
Agency BBDO Buenos Aires
Producer Sonia Caputo
Released October 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: NIKE
Product/Service: NIKE 10K
Agency: BBDO ARGENTINA
Date of First Appearance: Oct 18 2010
Entrant Company: BBDO ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Directors: Ramiro Rodriguez Cohen/Rodrigo Grau (BBDO Argentina)
Interactive Creative Director: Fernando Barbella (BBDO Argentina)
Account Managers: Alejandro Gowland/Celina Pla/Nicolas Ibañez (BBDO Argentina)
Director of Innovation: Nicolas Pimentel (+Castro)
Executive Producer: Pedro Saleh (+Castro)
Producer: Sonia Caputo (Sake)
Advertisers Supervisors: Adrián Cueto/Diego Luque/Diego Legname (Nike)
Digital Partner: (MDI Concept)
Media placement: DIGITAL - website - www.werunbuenosaires.com - Oct 18, 2010
Media placement: DIGITAL - email marketing - propietary data base - Nov 2, 2010
Media placement: DIGITAL - banners - Digital sports magazines and newspapers (CanchaLlena.com, Ole.com) - Nov 4, 2010
Media placement: DIGITAL - sponsored channel - Twitter / Facebook - Nov 4, 2010n
Media placement: DIGITAL - Viral video - www.werunbuenosaires.com - Nov 4, 2010

Describe the brief/objective of the direct campaign.
For the latest 10K, Nike wanted to encourage runners to run not only in the real world race but also in the virtual world. We wanted runners to share with friends their passion and expectations about the race in order to motivate them to run and follow the 10K.
Nike set out to develop an experience that joined the online and the real world in a unique way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In Twitter the popularity of each user is determined by the quantity of followers, exactly the same in a real world race where the winners are in front and are followed.

We developed the first race that compared the logic between the virtual and real worlds. In this online and offline experience runners dared friends and contacts in Twitter to see who was following who.

We posted a video of the idea on a website in order for every participant to have a chance to sign up for the race.

We created an application that contrasted the finishing times of the 10K with the followed and followers in Twitter.

Explain why the creative execution was relevant to the product or service.
In recent years many brands have been associated with running, organizing all kind of races. Nike needed to distinguish itself from other brands in order to “compete” for people and runners’ attention. How to capture their attention? By giving people an extra reason to run by daring their friends and showing it online for the entire world to see.
How to join the online and the real world in a unique way? Friends + challenge + sharing = Inter Twitter race.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In only 3 weeks there were 70,000 visits and over 1,300 registered users sent videos to more than 160,000 followers (10,000 people ran the Nike 10k).
More than 3,000 tweets talked about the inter Twitter race.