This marketing campaign from Nike Japan cleverly uses social media. Nike Japan created an app on their Facebook page and instructed fans that for every like they received, a man would run 10 meters. Word spread quickly and the Nike Japan fan had run over 400 kilometers in just 30 days.
Nike set up the event last summer and have released the video just in time for the Tokyo Marathon 2013. The cheerful character in the video is Joseph Tame, who has become well known in the yearly marathon for his flamboyant costumes and unique running style. In the video Joseph wears the 'Nike Lunar Glide 4' running shoes.
This Nike Japan campaign is an engaging and fun way for the iconic sports brand to connect with their audiences through social media.