Dubai is a place where people love to show off success, especially on mobile social media. So when Nike wanted to get the city running, we discovered that being seen to run was just as important as the health benefits of running. We Run Dubai became the ‘selfie run’. Throughout registration, training and the 10K race itself, every single step was designed to become a social photo opportunity, especially on the Nike+ app. Then, during the race, we used facial recognition technology and race data to offer people the photo they could never take themselves: the ultimate memento of their 10K.