Catch the Flash - Nike
To promote a new reflective running jacket Nike ran an campaign called 'Catch The Flash' in Vienna.
50 'Flash runners' ran around the city at night wearing the jackets which they are currently on promoting. And people can win €10,000 by taking photos of as many of the runners as possible.
But it wasn’t just open to people in Vienna – each runner was tracked via GPS so users could chase them through an online game.
Nike+ users had an advantage as they were given a faster virtual character to try and track down the real runners online. Members of the Austrian national football team also played online and posted pictures on Facebook.
On average the online gamers spent 24 minutes on the microsite, however there’s no information on how many people took part in real life.
The highlight of this campaign is the engagement experience that provided by Nike! And the social media used such as Facebook and Apps, help Nike to inform people about their new jacket and meanwhile brings company the additional value of their brand.
My question is: Who is the actually get benefit from this campaign? The people who win that €10,000 or the Nike?
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