Last summer, Nike created the RUN LIKE ME campaign that challenged ‘running artist’ Joseph Tame to run 10 meters for every Facebook like the campaign received. To reflect Japan’s cultural flair, Joseph was outfitted in a crazy costume and a Nike+ unit, which he used to create artwork around the city of Tokyo.
Among other shapes, he ran in the shape of a shoe and spelled out phrases like Just Do It and Run Like Me. Over 30 days, he ran a total of 420 KM (261 miles) in a pair of Nike LunarGlide+ 4. The challenge essentially communicates the key benefit of the shoe, which is that it enables consumers to run longer due to the cushioning design.
This ‘social running experiment’ demonstrates the power of employing time-sensitive campaigns that are in sync with the feedback loops energizing the social web. By bringing together Facebook, Nike+, and a creative thinker, key product benefits were communicated through a branded story that leaked into mainstream media coverage.