Nike launched its global race series in capital cities across Europe in 2012. The 10K in 2015 run was all about improving personal bests and running with your crew. Our task was to raise awareness, drive consumer and press sign-up and create an infectious London buzz.
We piqued media interest early by placing stories about race ambassador, Ellie Goulding, in key women’s publications Grazia Daily, Huffington Post and Glamour Online. We secured 24 pieces of event listing coverage, which seeded the idea to the target audience. At the start of the journey we invited fitness, fashion and lifestyle bloggers to attend Nike 100, the race launch event.
Media were sent a bespoke race invitation that caused a stir on social media and resulted in an immediate spike in sign-up. Bespoke training sessions with Nike Master Trainers for four key UK women’s publications – Vogue, The Edit, InStyle and MTV – personalised the journey. We made sure training, crew gathering and actual race day were shareable on social media. So much so that #werunlondon was used 19.7k times.
Over 200 journalists signed up to race, 342 pieces of coverage reached over 367 million people and resulted in full race registration eight weeks before the closing date.