(2 votes, average: 4.50 out of 5)
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!
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.
Cheatmode on: get me a car.
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…
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.
They could have made a partnership with Foursquare…
[...] Nike Grid: Experiential ARG Campaign | Digital Buzz Blog April 22, 2010 siobhanoflynn Leave a comment Go to comments via digitalbuzzblog.com [...]
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
[...] 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: [...]
[...] 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 [...]
[...] 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 [...]
[...] 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 [...]
I can’t view the video – it says that the video is private?
[...] 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 [...]
[...] 2010, Nike also launched an experimental campaign based on a geo-location game in London called Nike Grid - a city-wide gaming platform for runners. It turned the city of London into a giant gameboard [...]