interTwitter race

February 2011
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For the latest edition of Nike 10k in Buenos Aires, Nike, BBDO Argentina and +Castro presented the Nike InterTwitter race: the first competition that took place in both the real and virtual worlds. The runners could challenge their friends and contacts in Twitter to see who was following who not only in the virtual world, but in the real one too. In Twitter the popularity of each user is determined by how many followers you have, exactly the same in a real race where the winners are followed by everyone else. To join both worlds, Nike created an innovative application that compared the real world winners times (10K) to the virtual world winners (Twitter). Whoever wanted to run the Nike10k could enter at to challenge their followers and those who were followed, as well as other twitter’s users. When finishing the race, the times were posted online using a friendly and fun application, so you could see who the followers were and who were followed…or not, in Twitter as well as in the real world. To boost the movement, “virtual challenges” were made using customized videos integrated to Google Earth, with funny and creative messages.

Advertising Agency: BBDO, Argentina
Executive Creative Directors: Ramiro Rodríguez Cohen, Rodrigo Grau
Interactive Creative Director: Fernando Barbella
Innovation agency: ++Castro
Innovation Director: Nicolás Pimentel
Production company: Sake
Executive producer: Pedro Saleh
Producer: Sonia Caputo
Digital Partner: MDI Concept

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