Nike Hong Kong launched the youth-targeted digital campaign to promote its new three-kilometre running category that will be held in conjunction with Nike’s annual 10K running event on 23 November.
Launched by e-Crusade, the site allows audiences to jog virtually through cities including Paris, London and Rome by using web-cams, Nike+ and keyboards.
Launched by e-Crusade, the site allows audiences to jog virtually through cities including Paris, London and Rome by using web-cams, Nike+ and keyboards.
Among the site’s features is the web-cam mode, which provides a running experience by taking users’ speed and movement into account as they run in front of the camera. The Nike+ mode lets Nike+ SportBand and Nike+ iPod Sport Kit users compile data from their real-life runs with their virtual jog.
Virtual runners also get to pass iconic locations and receive information about the places they see.
“The digital platform plays a critical role in our communication strategy as our target audience spends a lot of time online and often seeks new experiences,” said marketing director of Nike Hong Kong Amy Wu. “As a youth-targeted brand, we are constantly seeking innovative ways to engage our audiences. Both the Google Earth online running experience as well as the 3K race are avenues through which we can reach out to them.”