Nike Go BKK

Objective

Nike launched a new running shoe in Bangkok targeting active runners who faced limited engagement opportunities—gyms felt monotonous and park circuits offered little variety. The campaign aimed to reposition running as an adventure by turning the city itself into an interactive game that rewarded exploration and discovery.

Solution

The campaign transformed Bangkok into a real-world gaming experience using 200 Bluetooth Low Energy beacons deployed across streets, parks, and alleyways. Runners collected tokens by exploring new routes and completing surprise missions. The experience was built directly into LINE, Thailand's dominant messaging platform, eliminating friction from app downloads and maximizing accessibility. Each exploration unlocked rewards, incentivizing players to discover different neighborhoods.

Results

15,632 runners participated in the Nike Go BKK campaign over 15 days, collectively running 35,380 kilometers and collecting 3,362,021 tokens.