To join the competition, each runner had to use their Nike+ account and run at least 3km. The Nike RUN FWD website collected the results and displayed the GPS tracked runs using Google maps. The site let users broadcast their runs to their social networks and create more awareness for the campaign. To recruit the next participant a customized invitation video with the next runner’s name was auto-generated and automatically sent to the runners e-mail address. We amplified this pressure to run even more by letting runners send reminder emails and tweets to their friends through the campaign site.

At the end of January 2010, 1300 teams with more than 3400 runners had joined NIKE RUN FWD.