The race challenged 10K racers to compete against each other for 'followers' on both the track and on Twitter - questioning the value of definitions of 'followership' and influence.

The last Nike 10K in Buenos Aires challenged the notion of what it means to have and earn ‘followers’ – and if this is an accurate prediction of influence – by pitting race competitors against each other both in an actual, offline race and on Twitter. A collaboration between Nike, BBDO Argentina and +Castro resulted in the Nike InterTwitter race, in which an application compared and visualized the number of literal ‘followers’ a racer had in the actual 10K (via their race times) to the number of Twitter followers they were able to generate and maintain online.

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