Nike – Catch The Flash

Si vous gravitez dans la sphère du web et des médias sociaux, vous avez sans doute dû voir les opérations MINI Getaway (chasse au trésor virtuelle dans les rues de Malmö en Suède pour trouver une MINI) ou encore l’application iButterfly (capture de papillons virtuels).

Nike Running nous offre cette fois-ci un événement totalement original dans les rues de Vienne, qui mélange 2 tendances du marketing digital, la géolocalisation et la gamification, dans le cadre d’une pratique sportive, le running.

Imaginez 50 personnes, habitués du running, habillées d’une veste phosphorescente, la Nike Vapor Jacket, équipée d’une puce GPS, courir dans les rues de Vienne pendant 90 minutes. Le jeu et l’objectif étaient simples pour la population autrichienne : courir et prendre une photo de chacune de ces 50 personnes. En prenant la photo, le numéro au dos du coureur apparaissait, permettant au joueur de l’identifier et de partir à la recherche des autres coureurs.

Ah oui, il y avait 10 000€ à la clé pour le gagnant…

Quand l’expérientiel, le digital, les médias sociaux, la pratique sportive et le business se rejoignent, ça donne Nike – Catch The Flash.

[youtube]http://www.youtube.com/watch?v=GcnSO-5rgGk[/youtube]

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