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Feb. 03--In 2009, Joseph Tame, then a 31-year-old Discount Alain Silberstein media producer, decided to share his quarter Tokyo Marathon run with friends by strapping an iPhone to his head and Ustreaming his every step. A funny idea; especially Discount Baume & Mercier that he wasn't a particularly experienced runner, and that after only 5 km, he was ready to quit. But by then, he had amassed more than 1,000 online supporters, and Tame knew he couldn't disappoint.

To the delight of his viewers, he kept on going and finished the 10 km in just under an hour."It was entertaining for the people who tuned in," he says, explaining how he felt during that run, "and it was motivation for me."During a recent Discount Bell&Ross on Skype, Tame, an avid tweeter and blogger, sends images and links over chat to illustrate his points. He appears keen to showcase the many possibilities of emerging technology and promotes innovations such as Ustream.

When he upped the ante in 2010 by going for the full marathon, he stuck an iPhone between a pair of sparkly bunny ears and live broadcasted his Discount Blancpain using the phone's GPS tracker. He filmed and tweeted as he ran and listened to others' tweets read out to him by an iPhone app. A support group of friends recorded his progress on other iPhones and the footage was rebroadcast from a makeshift studio in a tiny hotel room near the finish line.