To launch the Nike LunarGlide+ 4 shoe in Japan, we wanted to illustrate the product benefit of helping one ‘run longer.’
We created Nike RUN Like ME, a unique interactive activation that merged Facebook, Nike+ and real world running.
It was asocial running experiment where a real runner, Joseph Tame, would run 10 more meters every time the campaign’s Facebook Like button was pressed. Nike+ GPS was used to track each run along the way. The routes ran created live GPS art using the streets of Tokyo.
The morepeople engaged on RUN Like ME, the more he ran, the more interesting his ran became and the more people talked about it.
The campaign went beyond Facebook and to the streets where our runner met his fans, receiving both online and offline support for his efforts. News of his running was also picked up by Japan’s number one morning news program.
In 30 days, our runner ran an unbelievable 42,000 meters and proved that the Nike LunarGlide+ 4 really does make you run longer.
Marketing Director: Paolo Tubito
Marketing Brand Communication Director : Tagu Kato (加藤 匡嗣)
Marketing Brand Communication Manager: Yosuke Toyoura (豊浦 洋祐)
Marketing Brand Communication Manager: Taizo Hirose (廣瀬 泰造)
Creative Director: Caleb Jensen
Associate Creative Director: Naoki Ga (何 直己)
Art Director: Naoki Ga (何 直己)
Copywriter: Andrew Miller
Assistant Account Executive: Shinya Kamata (鎌田 慎也)
Designer: Shuhei Aoyama (青山 周平)
Designer: Daisuke Maki (真木 大輔)
Digital Artist: Genki Ito (伊東 玄己)
Executive Creative Director: Tota Hasegawa (長谷川 踏太)
Technical Director: Toru Terashima (寺嶋 徹)
Project Manager: Reiko Kawaguchi (川口 玲子)
Application Developer: Shin Nakamoto (中元 慎)
Programmer: Tsuyoshi Tanaka (田中 毅)
Mark up Engineer: Takeshi Ninomiya (二之宮 岳史)
Mark up Engineer: Takahiro Inoue (井上 貴弘)
Planning Producer: Yuichi Sakurai (櫻井 雄一)
Producer: Takahiro Fujiyama (藤山 高浩)
Producer: Junichi Moriwaki (森脇 淳一)
Director: Yoshinori Sato (佐藤 慶紀)
Director: Keijiro Tsubakimoto (椿本 慶次郎)
Director: Kei Kaibara (貝原桂)
Photographer: Seichi Uozumi (魚住 誠一)
Assistant Director: Kunio Kataoka (片岡 邦夫)
Assistant Director: Shota Nakajima (中島 唱太)
Running artist: Joseph Tame