Nike Film, Digital BRITISH 10K by Akqa London, Stink

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BRITISH 10K

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Industry Sportswear, Athletic Footwear & Accessories
Media Film, Digital, Interactive & Mobile
Market United Kingdom
Agency Akqa London
Executive Creative Director Duan Evans
Creative Director Andrew Tuffs
Agency Stink
Released July 2012

Awards

Eurobest 2012
Interactive Digitally Led Integrated Campaigns Silver

Credits & Description

Advertiser: NIKE UK
Agency: AKQA
Category: Social Media & Viral Marketing
Senior Copywriter: David Cadji-Newby (AKQA)
Creative Development: Emile Swain (AKQA)
Senior Designer: Ignacio Gonzalez (AKQA)
Creative Director: Andrew Tuffs (AKQA)
Senior QA Manager: Aparna Bajaj (AKQA)
Creative Development: Dennis Ippel (AKQA)
Group Account Director: Gareth Nettleton (AKQA)
Senior Project Manager: Justene Miller (AKQA)
Senior Account Manager: Sarah Meynell (AKQA)
Executive Creative Director: Duan Evans (AKQA)
Executive Producer: James Britton (AKQA)
Technical Manager: Mick Dudley (AKQA)

Implementation
We created the British 10K app on Facebook.The Cheer Me On feature let friends of runners send inspiring cheers from Facebook direct to giant digital screens visible to runners during the race. The app also gave real-time race stats, and interactive post-race results which could be compared against every other runner.

Execution
Nike’s mission is to empower all athletes to push themselves further.Real-time feedback helps runners know they're on track - and nothing lifts a runner's spirits like getting cheered on by someone they know personally.Nike created the opportunity for friends to send inspiring messages to giant screens along the course – giving runners extra motivation during the race.Runners also got a taste of the Nike+ functionality - tracking, measuring and connecting them throughout; empowering them to push harder.

Outcome
25,000 runners were powered over the finish line by Nike+.25% of runners in the British 10K signed up to our app, with over 9,000 Cheer Me On messages sent.During the race there were 28,568 visits to follow runner’s live progress, with 22,255 unique visits. With 5,000 runners signed up, that meant each runner was followed by 5 friends. The average time spent on the app was an impressive 10 minutes.25% of traffic to the site was driven from social, with almost 4,000 people sharing their race results – 75% via Facebook, 25% via Twitter.

Client Brief Or Objective
Our brief was to raise awareness of Nike+ as an essential running accessory.In July 2012 Nike+ hosted the British 10K – the country’s most prestigious road race – for the very first time. We made it our mission to give all runners a taste of the Nike+ experience - whether or not they owned a Nike+ product - allowing them to track and measure their performance, and giving them access to messages of encouragement from their social networks.