Saturday, April 7, 2012
Nike Catch the Flash - multi-channel promo
Can you imagine running through the streets of Vienna at night, running past the Opera House, the Hofburg and through the Museumsquartier, all in the hopes of winning a 10,000 Euro platinum bar?
Sounds like fun.
Nike set up a multi-channel contest to promote the new Vapor Flash Jacket not only creating awareness of the jacket but doing it in a way that that showcased the jacket's unique features and benefits - the jacket is fully reflective making the wearer completely visible in the dark, thereby providing greater safety at night.
To promote the Vapor Flash Jacket's launch the German agency Jung von Matt created the “Catch the Flash” contest using both offline and online components. The idea was that 50 athletes dressed in the Vapor Flash Jackets would be running around the streets of Vienna. Contest participants would chase these runners and "flash them" - take a picture with a flash camera which would reveal the number on the runner's jacket. The person (or team) that had photographed the most numbers shot would win 10,000 Euros.
The online component had two parts. You could track your progress as a team using an app. Or you could also play the game online using a virtual runner since the 50 flashrunners' GPS data was uploaded real time.
Nice way to engage fans both online and offline in a way that reinforced the brand's image as an innovator and generated awareness about the jacket's core benefit. The contest was promoted in-store, through social media and through a radio co-promotion.