Nike Promo GRID by Mindshare London, Wieden + Kennedy London

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market United Kingdom
Agency Mindshare London
Agency Wieden + Kennedy London
Creative Director Andrew Tuffs, Ben Terrett, Stu Harkness, Guy Featherstone
Art Director Hugo Gomes
Creative Laura Watkins, Leah Reeves
Released April 2010

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: NIKE
Product/Service: SPORTS BRAND
Date of First Appearance: Apr 15 2010
Entrant Company: AKQA, London, UNITED KINGDOM
Entry URL:
Creative Director: Andrew Tuffs (AKQA)
Senior Copywriter: Guy Bingley (AKQA)
Art Director: Hugo Gomes (AKQA)
Account Director: James Britton (AKQA)
Project Director: Alia Burley (AKQA)
Client Partner: Giles McCormack (AKQA)
Head of Software Development: Greg Sharp (AKQA)
Senior Account Director: Gareth Nettleton (AKQA)
Chief Creative Officer: James Hilton (AKQA)
Group Account Director: Nic Owen (Wieden+Kennedy)
Creative Director: Stu Harkness/Ben Terrett/Guy Featherstone (Wieden+Kennedy)
Creative: Laura Watkins/Leah Reeves (Wieden+Kennedy)
Lead Game Designer: Dan Hon (Wieden+Kennedy)
Planner: Graeme Douglas/Emma Wiseman (Wieden+Kennedy)
Designers: Sean Murphy (Wieden+Kennedy)
Account Director: Ryan Fisher/Laura Ellert (Wieden+Kennedy)
Partner: Nick Ashley (Mindshare)
Business Director: Sarah Sutton (Mindshare)
Strategist: Chungaiz Khan Mumtaz (Mindshare)
Outdoor Planner: Jeremy Taylor (Mindshare)
Group Creative Director: Duan Evans (AKQA)
Media placement: Facebook Engagement Ads - Facebook - 15 April 2010
Media placement: Online Media - Spotify / MSN / Guestlist - 15 April 2010
Media placement: Outdoor - Central London Phoneboxes And Bus Shelters 6 Sheets - 15 April 2010
Media placement: TV - 10 Spots - E4 - 01 October 2010
Media placement: Print - Guestlist - 08 October 2010
Media placement: University Media - Stealable Maps And Stickers In Student Media - 08 October 2010

Describe the objective of the promotion.
Running culture in the UK is getting older, and a generation of potential younger runners aren’t identifying with the sport. For a youthful brand built on running, this presents a problem. Our challenge was to make something that would connect younger people with running by reframing it as something modern, unrestricted and fun, creating the conditions for a youthful running culture to emerge. We wanted to get young people running.

Describe how the promotion developed from concept to implementation.
We created Grid, a real-world-web game that augmented the running experience. We turned London into a gameboard by re-appropriating iconic infrastructure (phone boxes) as markers and connecting activity with Facebook. Players could score points and claim territory by running between phone boxes and logging their times at each point during two games: one in April and one in October.

Explain why the method of promotion was most relevant to the product or service.
Nike is a brand built on running. Trace the company’s lineage back and you eventually arrive about 40 years ago, with running pioneer and legendary co-founder Bill Bowerman. His quest was to build a lighter, more technologically advanced running shoe to better serve the elite athletes with which he worked. Nike Grid harked back to the brand’s beginnings and took inspiration from one of Bowerman’s most famous mantras: “If you have a body, you’re an athlete”.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Grid created a depth of engagement unseen in any other recent Nike activation project.

31,000 runs were logged. 62,000 phone calls made. 74% of players were 17-22, running more than 12,500 miles in 16 days – halfway around the world.

In April’s 24-hour game, players logged 125 runs per hour and left Facebook comments every 6 minutes on average. 30% of comments received responses from other players.

For October’s 2 week game, registrations increased 19% to 3,125 players. Facebook fans increased 53% to over 5,000. Fans spent 7 minutes 30 seconds on Facebook and 5 minutes on, on average.