Nike Grid: Experiential ARG Campaign

Tue, Apr 20, 2010

(2 votes, average: 4.50 out of 5)

13 Comments

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I’ve been trying to track this video down for the last week to show everyone (finally succeeded), it’s called Nike Grid, an experiential campaign meets ARG about to be launched in London that is all about running. Street running, infact. The Grid is London, North, South East and West across 40 postcodes, the entirety is your gameboard.

The idea is to run from phone box to phone box, street by street across London to claim the most streets in just 24 hours. For each phone box “check in” you’ll get points, and the more you run the more you get. Nike have also taken more than a little inspiration from FourSquare by issuing “badges” for speed, endurance and stamina over the event, with the whole thing tracked and broadcast through Facebook.

If you’re in London and want to get involved you can register for The Grid right here. Good luck!

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Posted by: Aden Hepburn

7 Comments For This Post

Aden Hepburn Says:
April 21st, 2010 at 12:14 am

I’m looking forward to seeing what type of turnout over the 24 hours they get. Also wonder about cheating? You could tell friends your code and have multiple people working for the same team?

An exciting campaign, I love experiential / ARG.

Charlie Says:
April 21st, 2010 at 3:01 am

Cheatmode on: get me a car.

enkay Says:
April 21st, 2010 at 8:26 am

Interesting idea, not sure about the execution. As a runner I know that stopping to register my location, phonebox to phonebox, is about the last thing I want to do when I’m heaving myself along step by step in a sweety mess…

Katy Beale Says:
April 21st, 2010 at 9:49 pm

Which agency made it?

Comments on YouTube ring true – oh, it’s really urban / street – some black yoot in Hackney with graffiti / stencil style logos.

I like the idea of a phone box game though.

Pierre Foucart Says:
April 22nd, 2010 at 4:49 am

They could have made a partnership with Foursquare…

Jaan Says:
April 23rd, 2010 at 10:03 pm

So you just have your mates standing near other phones boxes and call them to fill in your code… You need some GPS tracking to make this work to be honest

Heather Says:
March 22nd, 2011 at 6:46 pm

I can’t view the video – it says that the video is private?

6 Trackbacks For This Post

Nike Grid: Experiential ARG Campaign | Digital Buzz Blog « Transmedia Camp 101 Says:
April 22nd, 2010 at 8:19 pm

[...] Nike Grid: Experiential ARG Campaign | Digital Buzz Blog April 22, 2010 siobhanoflynn Leave a comment Go to comments via digitalbuzzblog.com [...]

海外広告・宣伝事例を紹介 :ブログタイムズ BLOG » NIKE;都心生活者のスポーツ促進キャンペーン Says:
April 30th, 2010 at 1:27 pm

[...] buzz blog http://www.digitalbuzzblog.com/nike-grid-experiential-campaign-london/#more-3805 カテゴリー: BUZZ, SNS/Community, ヨーロッパ, 服飾／ファッションタグ: [...]

Social Commerce Makeover: 7 Things Your Brand Should Be Doing Today – Summary & Link to Fluid Webinar | Social Commerce Today Says:
June 4th, 2010 at 6:04 pm

[...] couponing, scavenger hunts, alternate reality games, and augmented reality? Take a look at Nike Grid campaign – and ask yourself what would be your brands version of [...]

Run, London, run! « Copenhagen Playground Says:
June 18th, 2010 at 7:42 pm

[...] Nike sent people running all over London, challenging them to claim as many streets as possible across 40 postcodes. To claim a street, participants had to dial their personal code at a specified phone booth. Read more on Digital Buzz [...]

7 ways mobile is being used | [insights] Says:
November 27th, 2010 at 2:02 am

[...] apps that take advantage the phone’s sensors and its always-on-us status. For example, with Nike Grid, the idea is to “run from phone box to phone box, street by street across London to claim the [...]

Nike+ Graffiti Challenge Case Study | Digital Buzz Blog Says:
June 19th, 2011 at 6:22 pm

[...] complete them in the real world, through the Nike+ running app. (almost feels a little like the Nike Grid campaign)As the teams of friends ran the actual routes, they turned into cool graffiti looking pieces of art [...]

Aden Hepburn Says:
April 21st, 2010 at 12:14 am
I’m looking forward to seeing what type of turnout over the 24 hours they get. Also wonder about cheating? You could tell friends your code and have multiple people working for the same team?
An exciting campaign, I love experiential / ARG.
Charlie Says:
April 21st, 2010 at 3:01 am
Cheatmode on: get me a car.
enkay Says:
April 21st, 2010 at 8:26 am
Interesting idea, not sure about the execution. As a runner I know that stopping to register my location, phonebox to phonebox, is about the last thing I want to do when I’m heaving myself along step by step in a sweety mess…
Katy Beale Says:
April 21st, 2010 at 9:49 pm
Which agency made it?
Comments on YouTube ring true – oh, it’s really urban / street – some black yoot in Hackney with graffiti / stencil style logos.
I like the idea of a phone box game though.
Pierre Foucart Says:
April 22nd, 2010 at 4:49 am
They could have made a partnership with Foursquare…
Jaan Says:
April 23rd, 2010 at 10:03 pm
So you just have your mates standing near other phones boxes and call them to fill in your code… You need some GPS tracking to make this work to be honest
Heather Says:
March 22nd, 2011 at 6:46 pm
I can’t view the video – it says that the video is private?

Nike Grid: Experiential ARG Campaign | Digital Buzz Blog « Transmedia Camp 101 Says:
April 22nd, 2010 at 8:19 pm
[...] Nike Grid: Experiential ARG Campaign | Digital Buzz Blog April 22, 2010 siobhanoflynn Leave a comment Go to comments via digitalbuzzblog.com [...]
海外広告・宣伝事例を紹介 :ブログタイムズ BLOG » NIKE;都心生活者のスポーツ促進キャンペーン Says:
April 30th, 2010 at 1:27 pm
[...] buzz blog http://www.digitalbuzzblog.com/nike-grid-experiential-campaign-london/#more-3805 カテゴリー: BUZZ, SNS/Community, ヨーロッパ, 服飾／ファッションタグ: [...]
Social Commerce Makeover: 7 Things Your Brand Should Be Doing Today – Summary & Link to Fluid Webinar | Social Commerce Today Says:
June 4th, 2010 at 6:04 pm
[...] couponing, scavenger hunts, alternate reality games, and augmented reality? Take a look at Nike Grid campaign – and ask yourself what would be your brands version of [...]
Run, London, run! « Copenhagen Playground Says:
June 18th, 2010 at 7:42 pm
[...] Nike sent people running all over London, challenging them to claim as many streets as possible across 40 postcodes. To claim a street, participants had to dial their personal code at a specified phone booth. Read more on Digital Buzz [...]
7 ways mobile is being used | [insights] Says:
November 27th, 2010 at 2:02 am
[...] apps that take advantage the phone’s sensors and its always-on-us status. For example, with Nike Grid, the idea is to “run from phone box to phone box, street by street across London to claim the [...]
Nike+ Graffiti Challenge Case Study | Digital Buzz Blog Says:
June 19th, 2011 at 6:22 pm
[...] complete them in the real world, through the Nike+ running app. (almost feels a little like the Nike Grid campaign)As the teams of friends ran the actual routes, they turned into cool graffiti looking pieces of art [...]