This campaign was created to promote the Nike+ app. We made an activation during the Nike 10K race, creating motivational messages. This messages were written with fonts drawn by runners, training with the app.

Nike+ is the official running app from Nike. This mobile application allows to measure distances and performance in a running training session.

Nike+ platform was not yet a success in Uruguay, but our target group was very engaged with social networks as Facebook and Twitter. We used its social potential to encourage them to use the app.

We completed the alphabet in a few days, with different kind of letters and sizes.

Nike+ increased its download to 14% +.

Nike+ increased its active users to 58% +.

We increased the interaction up to 20% in facebook and twitter of the Nike Uruguay official channels.

One of the most useful and attractive uses of the application is the ability to see the path that has been run on a map. This allows to know the kilometers traveled and terrestrial distance by which it trained. We used this feature to promote the app.

We invited runners to train in a funny way, using the app.

We challenged them to run in random zones of the city using Nike+ and “drawing” letters with the gps map of the app.

In social media we motivated people to draw a letter with Nike+ and share it with the race hashtag #werunmvd.

The reward? Runners would find motivating billboards during the race written with the same letter they draw while training.

We created motivational phrases with the letters created on the action. We put that phrases during the circuit to encourage runners, with and alphabet created RUNNING.