Nike Argentina created what it calls the first 'inter Twitter race' to run alongside its Buenos Aires 10k race. The idea? To literally show how many 'followers' competitors had, in the real world race.
Agency +Castro created an application that allowed racers to compare their times in the 10k with those of their Twitter followers. Participants registered at a website, then challenged their followers. They could also challenge friends via customized videos, integrated to Google Earth.
When the race was finished, the times of all the runners were posted online, to show who really had the most 'followers'. The site received over 70,000 visits in three weeks, and 3,000 tweets mentioned #InterTwitter.