Nike Gives Marathon Fans All New Access on Race Day
Sunday, March 28, 2010 at 11:21PM Are you looking for new ways to bring your marathon events to life for consumers? Are you looking to showcase celebrities participating in your events?
In November 2009, Nike and BBDO teamed up to create a unique application that enabled people to receive real-time updates from celebrities, runners, and journalists participating in the Nike+ Human Race 10L Live from Argentina.
Nike provided five (5) select runners with iPhones that transmitted their voice recordings (during the race) into text messages that were posted on Twitter and related social networking websites. The phones were also equipped with GPS devices, allowing fans, participants, and onlookers the ability to track their exact location on the course when sending the message.
The tactic served as an effective way for Nike to bring the actions, thoughts, and emotions of its celebrity participants to life for all to enjoy. Check out how they implemented the campaign below: