Using Bluetooth technology employed at the race start-points, Nike will track the runners’ progress via mobile devices. The winner gets a pair of Nike Zooms and consumers can access a WAP site for product information and downloads such as ringtones, wallpapers, and videos. The races finish on 31 August.
“We see this as taking proximity marketing far beyond the simple broadcast-and-download that features in most Bluetooth-enabled campaigns,” said Rodion Yudasin, interaction director for MindShare Interaction China, which worked with Wieden & Kennedy Shanghai on concept and creation.
The campaign, which runs until 30 September, is supported by an online element.
