Nike recently combined real world action with ARG (alternate reality gaming) to deliver a fun and fresh campaign in Vienna, Austria.

Catch the Flash used real runners, wearing GPS tracking devices and special reflective jackets, for a city wide game of tag.  Players could track the Nike runners on their mobiles and then had to chase after them and tag them by taking a photo. The flash of the camera would reveal a number on the back of the jacket and the player who collected the most different numbers was pronounced the winner. The  integration of gaming and a real world experience is bound to get this campaign noticed.  When you sit this alongside the use of runners and healthy competition, you have a very well-conceived campaign that is interesting and clearly aligned with core brand messages.