SAO PAULO, February 29, 2012 /PRNewswire/ --

- Action performed for Nike during Rio-SP Race was highlight at first edition of Facebook Studio Awards

LiveAD, an integrated digital and PR agency, was one of the ten agencies awarded on the 1st edition of the Facebook Studio Awards, which is defined as a "a new award for a new kind of creativity." The case chosen was the Corrida Nike Rio-SP, [Nike Rio-SP Race], the only one from Latin America among the more than 1000 actions registered all over the world. This recognition strengthens LiveAD in its search for a style of communication that is in tune with the current movements of society. The agency was also the first Brazilian agency awarded in the PR category in Cannes in 2009, and the first finalist in the SXSW Interactive in the activism category in 2011.

The jury for the Facebook Studio Awards, made up of creative leaders such as Jeff Benjamin, of CP&B; Susan Credle, of Leo Burnett North America; Mark Darcy, global director of creativity at Facebook; Stephen Goldblatt, of Evolution Bureau; Nick Law, of R/GA North America and David Sable, of Y&R, based its decisions chiefly on the following criteria:

• Social impact of the action;  
• Kind of interaction achieved with the public;  
• Use of Facebook marketing products;  
• Integration with other media;  
• Scale for sharing of content.  

SP-Rio Race

The winning action of the Facebook Studio Awards, done for Nike during the SP-Rio Race, created the possibility of interaction between racers running the 600 km race from Sao Paulo to Rio de Janeiro and people outside the race. LiveAD created mats with the symbol of the LIKE button used on Facebook, which when stepped on by each one of the 260 racers published a comment on their personal pages in the social network.

See the video of the case here in English.

In order for this immediate interaction to be possible between racers and Facebook users, LiveAD used RFID (Radio Frequency Identification) technology with a camera that records the athlete running across the mat.  The comment, which is posted automatically on Facebook, is accompanied by an animated GIF image of the racer - taken from the video shot at the moment he places his feet on the LIKE mat.  

An application on Facebook gathered all the interactions of the participants in the race onto a single channel, enabling friends to root for them.  Each one of the 20 teams had its own profile, and in this way, interaction was established between those who were in the race and millions of Brazilians following it on the web.  The racers were also encouraged to make statements in a "confessional" installed at rest stops at different phases in the race.  The videos, which showed the sensations of the participants, were also published on the application.  

In just three days of action, the Fanpage "Nike Corre [Nike Runs] "on Facebook had an increase of approximately 20 thousand fans.  In addition, all of the content created and shared about the race was liked more than 20 thousand times and had an additional 600 shares. By the end of the project, "Nike Corre" had received 4,700 comments.  In total, 2.9 million people were impacted by the action.  

LiveAD, an innovative agency

LiveAD won the Cannes Festival Lions in 2009 in the first year for the PR category. The winning action, "Mil Casmurros [One Thousand Casmurros]" won the Golden Lion award in 2009 with its promotion of the mini-series "Capitu," by Rede Globo, through the involvement of one thousand internauts. They composed a new version of the visualization of the book "Dom Casmurro" by Machado de Assis, through a collaborative digital reading.  

In 2010, LiveAD created for Corretora Souza Barros a kind of stock exchange for the trading of shares of politicians. The participants bid up the value of the stock of politicians most heavily favored to win the elections that year. The Project won the Silver Lion at Cannes in 2010, and was also awarded a Silver medal for the El Ojo de Iberoamerica prize, in addition to being the only Brazilian agency among the 5 finalists for the 2011 SXSW, in the Activism category.

//About LiveAD//

LiveAD is a creative agency that believes in the potential of relevant contemporary ideas, enlarging them through the integrated use of digital media and PR.  It is currently working with the following brands: Nike, Doritos, C&A, Multishow, Lacoste, Itau, Oi, Ketel One, J&B and Baileys. Recently, LiveAD became a member of the Society of Digital Agencies (SoDA), a group made up of the world's key digital agencies.  

More information for the press:
LiveAD - agencia integrada digital e PR - PABX (11) 3071-0064 -http://www.livead.com.br
Rodrigo Vieira da Cunha - rodrigo@livead.com.br
Ana Clara Jabur - anaclara@livead.com.br
Paula Lopes - paula.lopes@livead.com.br

SOURCE LiveAD