The campaign had as its main objective to build the Sportband awareness and translate it into purchase, by communicating its functional benefits leveraged by the potential of the Nike + concept.The campaign concept was based on the idea of redefining running as a more fun and social activity. It consisted of inviting groups of runners to add their daily milleage and as a team they were challenged to cover the distance from Buenos Aires to Chicago: 8979km.The winning team had the chance to send a member to Chicago’s annual marathon.The campaign lasted 4 months, and it included TV, OOH, Print and online contents, including widgtes and viral videos. It created a movement in both, real and virtual worlds.

The campaign, was anchored in a Facebook interface from which runners were invited to participate in. Then OOH, Print and TV amplified the action and fully exploited the potential of the idea.We developed widgets, such as a running calculator and a map calculator to get people involved and in a funny competitive mood. In the same way, to boost the concept that running can be fun, we took the iconic song "Safety Dance" and turn it into "Safety Run".This phasing, allowed us to engage first the primary runner target and then when the concept of social running was installed, allowed us to get people who wanted to start to run, moved by the proposal.

As a result of the whole campaign, Nike Stores sold out the whole stock of Sportbands.Given the characteristics of the action, it was massively amplified by the press.From a consumer point of view, running was redefined into a more social, fun, and team activity.

Runners were engaged with the brand proposal and this was reflected in 6,000 posts on the Facebook Nike+ fanpage, and the 10,000 downloads of the 'Safety Run' theme as a powersong, during the campaign.