Nike Japan came up with this novel, but bang on message campaign to promote its new Lunaglide+ 4 trainers.
The brand brought in long distance runner Joseph Tame and hooked him up to a harness that contained a camera, a GPS tracking device and access to Facebook. He was then tasked to run 10 meters for every like the campaign received on Facebook. The campaign went national and thousands of people liked it causing Joseph to run all over Japan, creating GPS art while he did so.
Nike isn't shy of creating fun, sharable campaigns that straddle the real and digital worlds in order to engage consumers. Here are two other great examples:
Catch the Flash
Cheer me On