For the fourth year in a row, the brand charged interactive marketing company eCrusade with developing the online advertising creative and website design to promote the 10K race.
The race, which was first held in 1998, has become the largest sports meet of its kind in Hong Kong.
"The response from the online community is overwhelming. Over 75 per cent of contestants registered through online. The event is aimed at developing a strong bond between Nike and the runners, as well as infiltrating our brand belief into the sport," said Florance Yip, marketing director, Nike.
ECrusade spokesperson, Venus Lee, added: "The challenge of the brief was to sustain the buzz and maintain a high level of enthusiasm and anticipation throughout the 10-week window."
The www.nike.com.hk/running site rides on the 'Reincarnate now' message. The creative takes users on a running journey through 10 executions, which will feature on the website in the lead up to the November 20 event.
"The stories, featuring various running scenarios, set the backdrops on some popular running tracks, under different timing and weather conditions," said Lee.
"The runners will come across well-known athletes and celebrities sharing their tips on the road...only by revealing all the secret scenes will users stand a chance to unveil the ending of the story."
ECrusade puts Nike 10K challenge on track
Sports brand Nike has roped in 4,000 runners for its annual Nike Hong Kong 10K Challenge, just three days after it launched an interactive campaign.
