Nike 'Mobile' Campaign Without Using Mobiles
Written on Monday, April 19, 2010
But this time Nike have gone out and done what's essentially a mobile marketing campaign, without using a single mobile phone. In fact, they've done it using the traditional red UK phone boxes. How?
Well, they're using the legendary London telephone box to track runners at designated Nike-branded locations. Runners register online, and then go out and run between any two of the 'active' phoneboxes and dial their unique user id number at the start and end, in order for their run to be recorded, so that they can earn points online.
As you'd expect, the more runs, the more points you can earn, but points are only accumulated for runs in a single postcode. The person with the most points in each area claims the crown, but you can also earn badges for speed, stamina and insider knowledge of the streets. There are 40 postcodes in play, with four phoneboxes in each. Any possible route is permitted, as long as it doesn't involve cheating, e.g. by taking the bus. You can find maps online, but also in various outdoor locations.
Nike GRID launches officially 8pm, Friday 23rd April and players have 24 hours to race and conquer their streets.
Pretty cool stuff, especially if you like your runs, like I do -- just a shame I'm not in London anymore to give this a go. I love their approach too! Following their last campaigns that all required smartphones, an iPhone, or high-tech trainers, it's very nice to be seeing a campaign for people on the run, that goes back to the basics and requires no mobile phone at all... Well, that's if you don't use your iPhone to make sure you don't get lost running between phoneboxes.. ;)
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