In addition, the sports brand has rolled out a guerilla marketing component, in the form of an SMS competition entitled 'Speed Mob'. Pairs of contestants are sent questions via SMS; the fastest to answer the questions correctly progress through to the final round. "We are always looking for new ways to deliver and communicate our message to consumers," said Nike senior marketing manager Florance Yip. "Digital has been a strong element. Mobile in Hong Kong is such an everyday thing, so it's natural that we decided to use more mobile elements in our comms."
The campaign also includes outdoor, MTR and print executions, with a 'You are faster than you think' tagline. In particular, Nike has taken over one MTR station to make it resemble a running track.
"We are putting stickers on the floor to make it look like a running track," said Yip.
E-Crusade and J. Walter Thompson handled web and above-the-line, respectively.