Nike Promo, Case study RUN WITHOUT LIMITS by Mpg

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RUN WITHOUT LIMITS

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market United States
Agency Mpg
Released October 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: NIKE
Product/Service: NIKE
Agency: MPG
Date of First Appearance: Oct 5 2010
Entrant Company: MPG, Mexico, MEXICO
Entry URL: http://inside.nike.com/blogs/nikerunning_events-es_MX/2010/12/01/felicidades-por-correr-con-nosotros-corre-m-xico-10k
Planning Chief: Omar Villaseñor (MPG)
Excecutive: Eduardo Villalpando (MPG)
Account Manager: Jorge Rocha (Media Contacts)
Account Manager: Ricardo Escamilla (Anónimo)
General Director: Horacio Navarro (Anónimo)
Brand Manager Running: Fabiola de la Vega (Nike)
Strategic Planning Director: Stephanie Valdés (MPG)
Account Manager: Yurizan Arciniega (MPG)
Media placement: OOH - Walking Billboards, Bushelters, Columns, Stickers - October, 2010
Media placement: OOH - Posters, Graffitti, Proyections, Buildings - October, 2010
Media placement: OOH - Bridges, Buses Y Shopping Malls - October, 2010
Media placement: Press - Special Actions In Covers And Press - October, 2010
Media placement: Magazine - Special Actions, Page Marks, Stickers & Press - October, 2010
Media placement: Radio - Mentions - October, 2010
Media placement: TV - Mentions & Clips - October, 2010

Insights, Strategy & the Idea
Mexico is the second most obese country in the world. Therefore, promoting and improving physical health has been an increasingly popular trend. But lack of education has proven difficult for Mexicans to achieve a healthier, fitter lifestyle.

As a result, there’s been a significant increase in the creation of amateur athletic races from various companies. In fact, nearly 60 10k races and 150 other-length races were run in Mexico City in 2010.

Nike built years of equity within racing circuits, but soon faced a huge challenge: not just launch another athletic race, but create a life-changing experience revolving around running. This was only possible by making the runner the star of their own race.

Our goals were to ensure the registration of 18,000 into “Corre Mexico” and encourage the use of Nike+, which tracks distance, time, calories, pace, plays power songs and makes users part of the world’s biggest runner community.

Creative Execution
For the 750,000 people who race each year in Mexico City, 60% are beginners who believe in setting goals. Their first step: define a challenge and find motivation.

A race isn’t just a race; it represents the commitment to train, prepare and activate themselves; it’s not about the destination, it’s about the ride.

To help runners reach their “destination” we:

Inspired them to run by taking over street media, “feet” in key newspapers and magazines and virals on YouTube promoting running & training.

Motivated participation using social media to post messages, tips and personal trainings. OOH with drive-to-web, pincode downloadable power songs and Nike Plus extras. Professional equipment and check-in areas at running tracks were sponsored.

Challenged them to go the extra mile with training runs acting as encouragement, promoted on facebook, blogs and running tracks. Encouraged runners to create personal challenges and track them with Nike Plus.

Results and Effectiveness
• Corre sold out eight days prior to anticipated deadline with 18,000 runners
• 33% more visits to moving training room than estimated
• 64% more Nike+ downloads than expected
• Brand awareness jumped 3% to 31%
• Facebook fans increased to 54,546 = +22,000 new fans supporting Corre


• Thousands of $USD in publicity in the key magazines, newspapers and corresponding sites
• Millions of impressions in blogs and user-generated content (YouTube, Facebook, Twitter and others)
• People were fascinated/motivated with the special actions placed along the race

Unexpected
• People sharing their experiences and stories of success, friendship and effort!!