Around the Net

Young People Running Around London Town In Nike Event

How to get young people engaged in running? Wieden+Kennedy's answer for Nike, at least in London (and Poland), is to create a giant board game out of the city, which was broken down into 48 zones representing its postal districts. There are four phone boxes in each where runners can dial in their unique IDs. Players get points, badges and prizes for speed, routes and other accomplishments that are revealed only as the game progresses.

"It was evident from the start that a message-based campaign wasn't going to be enough," says Graeme Douglas of Wieden+Kennedy. "We needed to get people out and active; and introduce to them a new way to run."

The competition, called GRID, has a Web site where Nike tallies scores and turns information dialed in by competitors into visualizations that illustrate various aspects of the race, such as men against women.

advertisement

advertisement

Read the whole story at Fast Company »

Next story loading loading..