The Brief. To launch the Nike LunarGlide+ 4 shoe in Japan, they wanted to illustrate the product benefit of helping one ‘run longer.’
The Solution. They created Nike RUN Like ME, a unique interactive activation that merged Facebook, Nike+ and real world running.
It was asocial running experiment where a real runner, Joseph Tame, would run 10 more meters every time the campaign’s Facebook Like button was pressed. Nike+ GPS was used to track each run along the way. The routes ran created live GPS art using the streets of Tokyo.
The morepeople engaged on RUN Like ME, the more he ran, the more interesting his ran became and the more people talked about it.
The Result. The campaign went beyond Facebook and to the streets where our runner met his fans, receiving both online and offline support for his efforts. News of his running was also picked up by Japan’s number one morning news program.
In 30 days, their runner ran an unbelievable 42,000 meters and proved that the Nike LunarGlide+ 4 really does make you run longer.
They are W+K Tokyo.[vimeo http://vimeo.com/56412651]