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