Malaysian Media Awards Winners Showcase





2012 | |

Additional 40% Youth Runners Connected Via Nike+ Run Buddy

Advertiser: Nike Sales (Malaysia) Sdn Bhd
Brand: Nike Running
Creative Agency: -
Credits: -

Challenge
The NIKE ‘WE RUN KL’ 10K reached its target of 8,500 runners in four days, leaving many interested participants disappointed. As a major catalyst in cultivating the passion for running among youth, how could Nike continue to motivate runners who were unable to join Nike ‘WE RUN KL’ 10K?

Solution
Insights revealed that runners connect with, motivate and inspire each other. Malaysian youth love a good challenge; they also show strong affinity to HOTFM DJs who command a vast following of youths. Nike created the Run Buddy Run (RBR) challenge, in partnership with HOTFM. The unique platform allowed HOTFM listeners to partner with the influential DJs as running buddies, teaming up online using the Nike+ technology to beat the running mileage of other teams.

Execution
Listeners were asked how they would make running fun. The best answers were eligible to pick a DJ as their run buddy. Both would run simultaneously to collect mileage; the team with the highest mileage within the week would win. Running experiences of both parties and mileage leaderboards were broadcasted live and updated on the DJs’ social media page, and live calls were conducted to check on slacking teams and to motivate them.

Results
Both DJs and listeners motivated each other to accomplish their running goals. In less than five days, we connected with 3,400 listeners interested to participate in the challenge. The Run Buddy Run challenge contributed to an additional 40% youth runners to NIKE ‘WE RUN KL’ 10K, so to speak.