Nike - Catch the Flash
Open the game- Brand
- Nike
- Year
- 2012
- Objective
- Engagement
- Industry
- Sports
- Mechanic
- Runner
- Platform
- Mobile web
- Agency
- Jung von Matt/Neckar
- With
- Nike
Objective
Nike launched the Vapor Flash Jacket across German-speaking markets (Germany, Austria, Switzerland) in fall 2011, with an experiential campaign in Vienna in early 2012. The objective was to generate buzz and high engagement around the reflective jacket through a hybrid physical-digital experience that merged street-level interaction with online gaming, leveraging GPS technology to blur the line between real-world and digital gameplay.
Solution
A combined street and online game deployed 50 Nike runners wearing highly reflective Vapor Flash Jackets on Vienna's streets at night. Participants used a mobile app equipped with camera flash technology to reveal sequentially-stitched jersey numbers on the jackets. Each runner was fitted with GPS tracking, allowing players to chase them simultaneously in an online game synchronized with street locations. Nike+ members received enhanced in-game advantages. The campaign was created by Jung von Matt/Neckar agency in partnership with Nike. The top participant who flashed the most runners won a 10,000 euro platinum bar.
Results
The Nike Catch the Flash campaign involved 50 runners in Vienna wearing reflective Vapor Flash Jackets, with both physical and digital participation elements including a real-time GPS tracking app for worldwide online engagement. Specific engagement numbers, total player counts, and sales impact figures were not disclosed in available sources.
