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Top 6: March 9th 2011

Nike 10k: Intertwitter Race

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Top 6: March 9th 2011
Intertwitter Race is the title of a one of a kind online campaign developed by Nike in collaboration with BBDO Argentina and +Castro dedicated to Buenos Aires Nike 10k,a marathon that was held in Buenos Aires. This online application that united the online and real-life races was designed to compare and visualize the number of literal ‘followers’ a racer had in the course of the actual Nike 10K (based on their timing results) to the number of Twitter followers of the race participants.

At the end of race the times were posted online for each member using a fun application, so the visitors could see who the followers were and who were followed in Twitter as well as in the real race. In order to join the race between real and online worlds, the members were invited to register at, where they had an opportunity to challenge their followers and those who they followed with challenges integrated to Google Earth accompanies with funny messages.

In three weeks of the race, the web destination of the project has received over 70,000 visits, 1300 people registered online and over 3000 tweets dedicated to the InterTwitter Race were posted.
Credits Other credits

Innovation Agency: +Castro

Innovation Director: Nicolas Pimentel

Digital Partner: MDI Concept


Executive Producer: Pedro Saleh

Producer: Sonia Caputo

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