Nike was expecting thousands of runners at Nike Rio Corre 10K. Our job was to use this race to increase Nike+ downloads andusage.

So, two months before the race, we created the KM Funding. A Crowd Funding system where runners were able to invest KM's they earned while training with Nike+ to upgrade their race experience.

Every 3.000 km they ran together, they would unlock an upgrade on Nike Rio Corre 10K. So, the more they practiced using Nike+, the better their race experience would get.

For the first time we made runners practice together for the same goal: making the Nike Rio Corre 10K the best race ever. And they engaged heavily, the number of NIKE+ users doubled during the campaign and they were unstoppable.

In two months more than 45,000 Nike+ downloads were made. Over 9,000 KM's were invested in the race and more than 1,200 runners invested the KM's they ran using Nike+ and together they created the first KM Funded Race.