PAULA CHASING

Paula Chasing campaign email

THE BRIEF

We wanted to use the excitement around Paula Radcliffe's pursuit of her third New York Marathon title to inspire everyone in NikeTown London and connect them to Paula as she was running in New York.

1 HEATS

We invited the Nike+ community to get a taste of what it's really like to race a world-beating marathon runner. But they had to be fast.

Race Day event montage

2 RACE DAY

Connecting London and New York via an interactive screen, we linked the live display to two treadmills in NikeTown London.

While Paula ran the 26.2 miles in New York, our 27-strong relay team in London completed consecutive 1-mile legs on the treadmills. The interactive screen showed the teamís progress against Paula in real time on the course map, alongside live race footage.

Paula won the New York Marathon in 2:23:56. The 27 Paula Chasers ran in seven minutes later.

Nike+ 5k Challenge website

3 5K CHALLENGE

We wanted to extend the experience of racing Paula to the online community. So we posted her New York 5K split times on Nikeplus.com and challenged runners to match them.

The fastest would get to run against Paula in person. More than 1,000 entered, but only a handful were fast enough.

Victory run through Regent's Park

4 VICTORY

An elite group of Nike+ runners raced Paula through Regent's Park in London.

THE RESULTS

Using the interactive screen we staged a transatlantic head-to-head race and connected the Nike+ community to their running hero through a live in-store event that brought the excitement of the New York Marathon to London.