Nike 10K Marathon: Google Your Name
Including myself, most people have Googled their names on the web at least once before.
Nike’s marketing team decided to use this to promote their annual 10K Marathon being held in South America (Argentina, Chile). The idea was to allow participants of the race to Google their names on the web, and find photos and 15 seconds youtube videos of themselves crossing the finishing line at the end of the race (others could see this as well). The key to success of this campaign was to create online buzz as much as possible. The idea was really simple, but this simplicity of the campaign attracted more people and it quickly spread across Twitter, Youtube, and other SNS network.
15,000 participated in the race, but the names of the participants were Googled 295,000 times, and Youtube videos were played 430,000 times within 5 days of the campaign. This campaign not only maximized the impact of the Marathon, but also allowed participants and the relatives to form more intimate relationship with the brand