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Showcase the new
Nike Vapor Flash
Jacket in a way that
excites Toronto
runners.
Attach Nike to
culture.
Make it look cool.
The Vapor Flash
Jacket’s natural
luminosity
seemed a
perfect fit for
Nuit Blanche to
act as a launch
platform.
1.The Vapor Flash Run Pack
3 packs of 10 Vapor Flash
Jacket-wearing runners
traversed Nuit Blanche
creating a human specta...
2. Human-Tracked Art
& Projection
The streets were the canvas;
the runners were the brush.
As the runners crossed
mileston...
2. Human-Tracked Art
& Projection
…which was not only in
line with the culture and
artistic nature of Nuit
Blanche, but it...
3. Stroboscopic Photography

More than 300 Nuit Blanche travelers lined up to try on the Vapor Flash Jacket
and run the st...
The takeaway was a unique,
user co-generated art piece
participants could take and
share digitally using social
media.
Par...
Email

Nike Running Blog Teaser
Cross-property Nike Banners
The Art of Running site
included several real-time
dynamic components:
• Live RUN Map illuminating the Vapor
Flash Run Pac...
For a one-night micro campaign, Nike
was delighted with the results:
• 300 guest pictures emailed, printed & uploaded to t...
The campaign also won Silver at the
Marketing Awards for Innovative Use of
Technology.
A case study video can be seen on t...
As ACD Copywriter, I was instrumental in ideation throughout this campaign and
even acted as the “catcher” at the event, m...
Nike art of_running_2
Nike art of_running_2
Nike art of_running_2
Nike art of_running_2
Nike art of_running_2
Nike art of_running_2
Nike art of_running_2
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Nike art of_running_2

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Nike art of_running_2

  1. 1. Showcase the new Nike Vapor Flash Jacket in a way that excites Toronto runners. Attach Nike to culture. Make it look cool.
  2. 2. The Vapor Flash Jacket’s natural luminosity seemed a perfect fit for Nuit Blanche to act as a launch platform.
  3. 3. 1.The Vapor Flash Run Pack 3 packs of 10 Vapor Flash Jacket-wearing runners traversed Nuit Blanche creating a human spectacle and spreading the word about something special happening at The Nike Store.
  4. 4. 2. Human-Tracked Art & Projection The streets were the canvas; the runners were the brush. As the runners crossed milestones, mobile checkpoints unlocked digital art that was displayed online and projected live at The Nike Store along with a live tweet-stream…
  5. 5. 2. Human-Tracked Art & Projection …which was not only in line with the culture and artistic nature of Nuit Blanche, but it also offered something for our line-up of art and Nike fans waiting at the Nike Store for…
  6. 6. 3. Stroboscopic Photography More than 300 Nuit Blanche travelers lined up to try on the Vapor Flash Jacket and run the stroboscopic gauntlet to see themselves light the night.
  7. 7. The takeaway was a unique, user co-generated art piece participants could take and share digitally using social media. Participants also received a high quality print, available at the Nike Store, free. To spread the word, the Vapor Flash photos were instantly uploaded to Nike Running’s Global Facebook gallery and streamed online at the Art of Running microsite.
  8. 8. Email Nike Running Blog Teaser
  9. 9. Cross-property Nike Banners
  10. 10. The Art of Running site included several real-time dynamic components: • Live RUN Map illuminating the Vapor Flash Run Pack’s progress through the streets of Toronto • Live #ARTOFRUNNING tweet stream • Live Vapor Flash Gallery streamed from Nike Running Facebook gallery
  11. 11. For a one-night micro campaign, Nike was delighted with the results: • 300 guest pictures emailed, printed & uploaded to the Nike Running Facebook gallery in real time • 30 guests signed up to be notified when the Vapor Flash was officially released • More than 33,000 people visited NikeRunning.com • 1,767 views at The Art of Running blog post • 148 #ARTOFRUNNING tweets • 96 @ mentions and 22 retweets • 3% increase in followers for the Toronto Nike Store • Nike Running Facebook (3 geo-targeted posts) – 5k impressions • 2 of the top 6 most engaging posts on the Nike Running page for the month
  12. 12. The campaign also won Silver at the Marketing Awards for Innovative Use of Technology. A case study video can be seen on this site and at http://vimeo.com/32456911 http://www.marketingmag.ca/news/awards/the-marketing-awards-winners-list-54676#digital
  13. 13. As ACD Copywriter, I was instrumental in ideation throughout this campaign and even acted as the “catcher” at the event, making sure participants didn’t hurt themselves. In just under a year I helped lead and execute almost 25 campaigns, sites, updates and messaging across 4 Nike divisions: Hockey, Sportswear, Golf and Running. I developed a reputation for constantly pushing new ways to take Nike to both Macro and Micro levels as well as keeping the team focused on the brief.

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