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Embracing GeoLocation & Community - How Nike Outruns the Social Media Competition

Embracing GeoLocation & Community - How Nike Outruns the Social Media Competition | Australia Government 2.0 - Local, State and National | Scoop.it

In 2010 we created a game/campaign called ‘The Grid’ in London,” says Stollak. “We built Nike Grid — a real-world, city-wide gaming platform for runners. It turned the city of London into a giant gameboard with the goal of re-energizing running in the UK and encouraging people to experience running in a whole new context. Runners were challenged to run to different checkpoints around the city to earn points. We augmented the usual running experience, creating an immersive layer on top of the run. This altered how the activity was experienced — ultimately building a new cultural running platform owned by the running community. The campaign ran on Facebook in May and October of 2010. The Grid is a unique example of merging real-world sport performance with digital and social channels to create a community that is self-policed and group-strategized — they even organized their own wrap party. Unlike a standard running one-day event, with a set distance and a target time, Grid’s runners played for 15 full days, logging a total 30,177 runs, which equates to a distance halfway round the Earth: 12,500 miles.”


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Mike Crowley's curator insight, March 28, 2013 8:50 AM

The holy grail of Digital Sport is seamless integrations between the real world and digital world - for all sports.  

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Screen Australia hosts Digital Ignition clinic | Encore Magazine

Screen Australia hosts Digital Ignition clinic | Encore Magazine | Australia Government 2.0 - Local, State and National | Scoop.it
As part of Screen Australia’s All Media initiative, the Digital Ignition Multi-Platform Clinic is a five-day workshop for content makers to refine an existing...
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