— THE SOCIETY OF THE SPECTACLE

NIKE TAKE MOKUM.

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Really nice use of Facebook here from who else but Nike.

To engage young people in Amsterdam in running, Nike Running created a platform within facebook that allowed users to create their own routes, but with a twist, more graffiti designs than just simple running routes. Skulls and Space Invaders were just some of the routes created.

Building on the digital community that had participated in the campaign, Nike provided the a space to gather in the real world; ‘The Runhouse’ became a venue for people to join in their customsied runs together, as well as a space to hang out, and enjoy the some benefits of being part of this community.

It’s a smart idea that builds on the mature platform of Nike+ (which attracts a slightly older, and more hardcore running demographic) and adding value offline that helps make it a more rounded and interesting platform. Which really is the most exciting thing about this, another example of advertising and communication beyond the campaigns and into added value platforms. Building ‘things’ that people use, not just view.

Good stuff Nike.

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