Digitally elevate the first annual Nike High School Grand
Prix, the first national event of its kind in Canada.
300 of Canada’s best high school track and field athletes
were arriving in less than a month and Nike wanted an
No available digital properties. None.
We were already using them all for The Sporting Life 10K
NEVER STOP campaign.
No Facebook. No Twitter. No Site.
Why settle for 1 digital property when you can have 300?
Automate social sharing for
athletes throughout the
We considered RFID, but the
time to produce the units was
tight. Too tight. It could be
done, but we couldn’t
That left one obvious option…
The QR Code was invented in ‘94
to track cars by Denso Wave in
Japan, for Toyota.
It then made huge headway into
shipping and receiving.
Our Interaction Architect (who
ironically loathes QR Codes)
begrudgingly offered this solution,
reasoning that our athletes were
the packages and our social
check-ins were in fact their
IAs...gotta love ‘em.
tricked out in Nike
were directed to a
assigned their QR
Code to their
At every moment of
the journey, event
staff were ready with
tablets to scan the
athlete QR codes.
posts would then be
sent to the athlete’s
Timeline, letting their
social graph know
which part of the
journey they were on.
Athletes were always
shown the pre-written
message that was
being posted on their
behalf and we only
posted with their
Then came the
Of course, we couldn’t track Facebook posts like hashtags, but because all
but one of the athletes opted in, we knew we had a social graph of three
hundred with around 5 posts a day.
The main thing for us was that Nike loved the idea instantly and considered
the event a huge success, especially because we also executed another
successful campaign that very same weekend with the Sporting Life 10K.
But that’s…another story.
The team had tried several
approaches that weren’t working for
the client, ultimately because Nike
simply couldn’t free up or create
any digital properties to elevate the
My inspiration was the Coca-Cola
Village 2010 campaign in Israel and
when I showed Nike the case study
and told them my approach to
tackling the Grand Prix they told us
to proceed right away. It was the
fastest sign-off of any campaign I
had worked on with them.