| Client: |
Nike+ The Human Race 10K |
| Objective: |
To broaden the scope of the Nike+ The human Race 10K targeting not only the runners but also people that did not participate in the race. |
| Idea: |
The race was experienced live and from the inside. 5 celebrity runners broadcasted live while they ran, without interfering with their performance. Using a cell phone and a Bluetooth mic, they twitted by voice. A server turned voice data into written data and instantly published it at nikecorre.com, in their Twitter accounts, banners and online newspapers. A GPS showed in real time the exact location of each message. |
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