The Nike book fans customized for over a million coffee tables.
HOW IT WAS ACCOMPLISHED:
Ditching safety pins and paper bibs, we mailed runners who signed up a race-day shirt, pre-printed with their number. This connected them to the tech that would log their progress, connect them to online friends & communities, and a link to a Nike+ Human Race personal page to detail their journey.
In order to create selectable content in real time, our nerve center, based out of R/GA NY, partnered with Melcher Media and a 200-person team of editors, filmmakers, photographers, reporters, writers, designers, coders, and illustrators in cities from Los Angeles to Quito to Rome to Seoul to Melbourne. In addition to unforgettable stories from runners around the globe, contributions included images by world-famous shooters Michael Grecco, Phil Cote, and Quinn Rooney, and coverage by several noted running personalities.
Photographers took finish-line photos of every runner and uploaded the pictures to the Nike+ Human Race website. Participants were notified of the opportunity to buy a custom version of the book with their own race-day image on the dust jacket. Turnaround time for each unique book’s design was only 10 days following the race.
