Nike Mexico's 'Subasta de Kilometros' Turns Jogging Distance Into Currency

By: Katherine Vong - Published: Jul 12, 2012 • References: apps.facebook & springwise
Nike Mexico has just launched an engaging campaign on Facebook called 'Subasta de Kilometros' that gamifies the running experience. Now, people who love pounding the pavement can get rewarded for their avid exercise, as Subasta de Kilometros turns the distance you run into currency that can be used in auctions.

Once you have the Nike+ running app downloaded so that you can keep track of your running distance, time and pace, you just log into the Facebook app to start bidding on items in the Auction of the Week (or 'Subasta de la Semana'). Essentially, the number of kilometers you've run in the previous seven days equals the amount of money you can spend in the auction. Each of the items have a specified minimum kilometer "price tag," and bidders must have at least that amount to start bidding. Whoever bids the highest number of kilometers wins the auction. Stats for Running Mileage Money Trending: Older & Mild
Research: 2,174 clicks in 202 w
Interest: > 3 minutes
Concept: Subasta De Kilometros
Related: 81 examples / 62 photos
Segment: Neutral, 12-55
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