We’re proud to announce our involvement in delivering the Twitter platform’s arm of Nike’s boundary-pushing ‘Breaking2’ – the audacious goal to enable a sub two-hour marathon time.

There was a real emphasis on staying current with Breaking2 news, and watching the event unfold, through digital channels, with the sub-2 hour marathon attempt being a ‘closed live event.’ So, one of the best (and only) ways interested users could keep up with Breaking2 was through the Twitter platform. IC Group’s auto response bot solution, QWVR, was used to deliver both automated reminders and live updates to Twitter audiences across the globe.

Working securely with Twitter, we enabled users to opt into automatic updates, regardless of location, by simply Tweeting, Retweeting, or Liking the published Breaking2 call-to-action Tweet. In turn, this reduced the need for social managers to keep Twitter users manually up-to-date.

Sunil Bridgelall, our VP of Delivery, said: “It has been a true privilege to play a role in the inspirational Breaking2 campaign.” Marc Caron, IC Group COO, added: “We are extremely experienced in delivering large auto response programs on Twitter. The dynamic content involved in this process, along with the scale of the global audience, proved a natural fit for IC Group.”

In the end, Nike just fell short of beating the 2-hour mark. But Eliud Kipchoge finished with a time of 2:00:25, 2:32 faster than the current world record. The barrier is now that much closer.