How an innovative organization enhanced their brand experience, every year sports brand Nike celebrates the We Run 10K as a series of Nike races hosted globally aimed to introduce young runners to the sport. During the 2011 edition in Mexico City, the event was extended to the use of social networks connecting the experience into the digital and social world.

Nike’s overall objective was, to find a way to connect with a major runners and sports audience and get them talking about Nike, with more than 20K runners. The conversation was ignited through Nike’s social media channels, and Nike encouraged runners to share their running experiences with both the Facebook page and their fellow fans.

At the event we surprised the runners when they saw that the running steps turned into music, creating the music of We Run Mexico, with a a totally new technology making different tracks / melodies with one of the biggest electronic icons in Mexico “Nortec Presents: Bostich + Fussible”. At the end of the race, the 10K and 15K got their own tracks that later were played at the ending concert by Nortec Presents: Bostich + Fussible.

Nike #WERUNMEXICO was one of the most successful campaigns of 2011. It demonstrates the power of a culturally connected idea – one that helps a community to form, shifts brand experiences with a social, tech and music platform

The campaign has also been recognised by several key media industry awards

-IAB Conecta 2012 – Best Application