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.
Camera-Worthy Campaigns
Catch the Flash Allows Nike to Just Click It
Trend Themes
1. Interactive Marketing - Using interactive campaigns like 'Catch the Flash' to engage customers and create brand awareness presents the opportunity for a disruptive innovation in the marketing industry.
2. Experiential Marketing - Creating a unique experience for customers like Catch the Flash, presents an opportunity for a disruptive innovation in the events industry.
3. Gamification - Using gamification like Catch the Flash to engage customers and increase brand loyalty presents an opportunity for a disruptive innovation in the gaming industry.
Industry Implications
1. Marketing - The interactive and experiential nature of campaigns like 'Catch the Flash' present an opportunity for a disruptive innovation in the marketing industry.
2. Events - Creating unique and engaging experiences like Catch the Flash presents an opportunity for a disruptive innovation in the events industry.
3. Gaming - Using gamification like Catch the Flash to engage customers and increase brand loyalty presents an opportunity for a disruptive innovation in the gaming industry.