We started by creating a Training Song with Chema Martinez, an elite Spanish athlete, and "Violadores del Verso", a renowned Spanish hip hop band. This Training Song could be downloaded for free on the web. Then, they composed a 4000 kilobytes additional song, that was only available once all Nike+ users that had accepted the challenge before, had run and accumulated together up to 4000 kilometres. Therefore, for each km run, 1 song kilobyte was granted. At the same time a print and OOH campaign was on air, portraying the elite athlete and the hip hop band as a music band.

Under the claim “1K=1K. Run the San Silvestre Vallecana” all communication executions sent the same message. Through Print (vertical magazines) we could target the message and deliver race information. Through OOH, we generated impact and awareness. Online gave us the connection with the younger target and PR the talk ability.