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.
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