The Best Digital Marketing Campaigns in the World II

Case Study 12

Nike 10k Run

Market

Argentina/Chile

Descriptor

Come on… who’s never Googled themselves?

The challenge

Every year a Nike 10k race takes place and every year the creators of this campaign have been designing new experiences to celebrate the event. The objective was to create something that extended way before the starting gun and well beyond the finishing line. A campaign was required that engaged people for weeks and surprised them too! The creators wanted them to connect with this race more than any other.

Campaign budget

$30,000.

Target audience

• People running the Nike 10k.
• Friends and family of the runners.
• The general public.

Action

• The idea: if you ran the 10k you are in Google. Google yourself.
• Those who ran were able ...