This year, an innovative digital action allowed the Nike+ The Human Race 10k to be experienced lived and online from the inside. 5 runners broadcasted live while they ran, without interfering with their sport performance.

Using a cell phone and a mic, 5 celebrities/runners 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 the runners and the relay point of each message. Over 650,000 people followed it at www.nikecorre.com and digital sports newspapers.

The commentaries of 5 runners (2 sports journalists, 2 celebrities and 1 elite runner) were broadcasted live using a combination of voice data, Twitter and Google Maps to share on the web what was going on in their heads during the race in real time without interfering with their performance. Using a cell phone strapped to their arms and a Bluetooth microphone, simply by pressing a button, the runners the runners were able to share their experiences with the world in real time (they twitted by voice). A server turned voice data into written data and instantly published it at http://thehumanrace.com.ar/envivo, in their Twitter accounts, banners and online newspapers. A GPS showed in real time the exact location of the runners and the relay point of each message.

15.000 people ran the Nike+ 10k in Buenos Aires6,400 Twitter followers Over 650,000 people followed it live and online at clarin.com, lanacion.com, ole.com, infobae.com, canchallena.com and nikecorre.com.