Nike creates high tech game of tag for Catch the Flash campaign

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

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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. 


Author bio

Joss Davidge

GLOBAL BUSINESS DIRECTOR

With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.