Nike had a sponsor area of 100 meters at the 10k Stockholm based Midnattsloppet, (The Midnight Race). The aim was to become the most talked about brand before, during and after the race, and to encourage consumers to download Nike+.
Solution: Hill runner.
We created a race within the race.
During 100 meter uphill slope, the runners had to run as fast as they could.
We used the runners chip numbers and connected it with our Facebook app before the race. This became like a demonstration of how the Nike+ could track your training, in an interacting instead of interrupting way.
With datum points placed before and after the hill, we could find and award the best Hill runner.
Live top lists online and at the goal area took Nikes visual impact further. And of course were the runners results shareable online afterwards.
Creative team: Andrea Gezelius & Elsa Lindblad
CD: Zeke Tastas
Agency & Production: River