The Human Race was a 10K run that took place in 23 countries worldwide all on the same day. The objective was to create awareness and engage target consumers in one of the race events held at Ohio State University.
A marketing campaign was created that focused on onsite event activation and social media. Core Twelve managed all social media efforts, including establishing a presence for Nike on Facebook and Twitter. Teams of ambassadors were provided ideas and tools for the creation of original content to fuel the experience and drive registration. An actively-engaged community was rapidly developed to help make this event a success and maintain a Nike presence on campus going forward.
Video footage caught on flip cams was edited and posted on facebook throughout the program. A sizzle video was edited and played on the big screen at the race to energize the crowd. Finally, the sizzle video was adapted to include race day footage and was played on the jumbotron at the OSU football game.