The Nike Plus system is an innovative technology that provides runners with an accurate information about the running performance; It allows to create an online training plan and connect with a world wide community of runners.
To prommote the sales of Nike Plus, Furia came up with a marketing concept, a big idea: “Why don’t we change an individual sport like running into a social sport.” Let’s run in teams, let’s race together. And all miles together to a common goal.
The objective was to cover the distance between Buenos Aires and Chicago, 8979 K. The team, 15 runners. How? Adding miles with Nike Plus. The price: the winning team leader gets to run the Chicago Marathon.
The 360º was built around Facebook platform and included OOH, print, t.v., guerrilla, t-shirt graphics, merchandising, viral campaign and PR.
30 running teams completed the challenge and 230 Nike Plus sets were sold in the first two weeks of the competition.