Nike running apparel quickly sprinted into action in Vienna as it introduced its new interactive marketing spot, 'Catch the Flash.' Catch the Flash was held in Vienna to highlight and engage Nike and running enthusiasts by allowing them to compete in a mouse hunt of sorts in order to capture as many runners as possible.
A collection of 50 runners was issued florecent jackets with a number from 1-50 printed on the back. These runners were then assembled and told to start running around the city center when the time came for the game to begin. Gathering a select group of people, Nike organized a competition in which these people would chase down runners at night and take pictures of them; the winning member would have the highest number of joggers flashed, hence the title, Catch the Flash.
Catch the Flash was an overwhelming success as the smiles of the participants lit up the night sky.
Stats for Camera-Worthy Campaigns
Trending: Older & Average
Research: 3,188 clicks in 226 w
Interest: > 3 minutes
Concept: Catch The Flash
Related: 86 examples / 66 photos
Segment: Neutral, 18-55
Comparison Set: 31 similar articles, including: interactive program packaging, throwback hollywood kicks, and golden boarder gear.
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