Nike GoBKK
Open the game- Brand
- Nike
- Year
- 2019
- Objective
- Engagement
- Industry
- Sports
- Platform
- Mobile web
- Agency
- BBH Singapore
- With
- Jack Morton
- With
- 1Moby
Objective
Nike launched a new running shoe in Bangkok by addressing a key local problem: running in the city was confined to monotonous gyms or repetitive park loops. The brand aimed to reimagine urban running as an engaging, exploratory experience that would motivate participation through gamification and connect runners across the city in real time.
Solution
The campaign transformed Bangkok into a multiplayer real-time running game embedded within LINE messenger, eliminating the need for a separate app download. Players enabled Bluetooth and explored the city's streets, parks, and alleyways to collect tokens—mechanics inspired by Mario Bros but conducted in real urban environments. Two hundred beacons distributed throughout Bangkok enabled seamless multiplayer connectivity. Surprise missions encouraged route diversity, and accumulated tokens unlocked progressive rewards, creating a continuous incentive loop for exploration.
Results
In 15 days: 15,632 runners participated, collectively covering 35,380 kilometers and accumulating 3,362,021 tokens.
