RUN Fwd:
Inspired by that spirit of the relay, we developed a unique campaign that bridged both online and offline worlds. We recreated the experience of being part of a real running relay team by connecting people from all over the world, unbound by their geography.
We created an online platform where one runner could virtually pass the 'run' onto another runner to carry on the relay race. The physical aspect of the race is then logged with the Nike+ device. With every runner on the ground, the online relay gets longer.
The success of this campaign was based on the insight that the emotional element of entrusting the race fueled and inspired the next runner. Thus with each runner, he/she felt the emotional weight of the others who had ran ahead and through online messages, received the encouragement of the team members to keep running.
CASE STUDY FILM
MAKE YOUR TEAM > RUN WITH NIKE+ > FOWARD YOUR RUN TO THE NEXT RUNNER YOU TRUST
> RUN WITH NIKE+ > FOWARD YOUR RUN TO THE NEXT RUNNER YOU TRUST > IF YOU DON’T RUN IT WILL NOTIFY THE ENTIRE TEAM THAT YOU BAIL ON THEM (PRESSURE IS ON)