Nike's most recent 10k race, held in Buenos Ares, had a unique feature: a one-of-a-kind ad campaign that integrated its advertising for the event with their online presence on twitter and the actual race itself.
It was the first marathon to take place in both the real and virtual worlds. To promote the brand - and the race - Nike hired BBDO's Argentine office to write an app that combined the real-life race with an online race in an innovative way.
I love how they engaged their consumers by canvassing their campaign through the digital space. The treatment's not too bad, either.