Nike: InterTwitter Race

Challenging Twitter followers in a real word race

Published on

Editor's Pick

Nike Argentina created what it calls the first 'inter Twitter race' to run alongside its Buenos Aires 10k race. The idea? To literally show how many 'followers' competitors had, in the real world race.

Agency +Castro created an application that allowed racers to compare their times in the 10k with those of their Twitter followers. Participants registered at a website, then challenged their followers. They could also challenge friends via customized videos, integrated to Google Earth.

When the race was finished, the times of all the runners were posted online, to show who really had the most 'followers'. The site received over 70,000 visits in three weeks, and 3,000 tweets mentioned #InterTwitter.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Feb 22, 2011
BBDO Argentina
Executive Creative Director:
Ramiro Rodriguez Cohen
Executive Creative Director:
Rodrigo Grau
Interactive Creative Director:
Fernando Barbella
Innovation Agency:
Innovation Director:
Nicolas Pimentel
Production Company:
Executive Producer:
Pedro Saleh
Sonia Caputo
Digital Partner:
MDI Concept
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age