An excuse can become the biggest motivation. To prove that for 3 weeks in autumn we challenged runners to run in the worst possible weather. The challenges were sent throught the Nike+ running app. They required eg. start running as soon as you can. The best runners were rewarded with the Air Zoom Structure 18 in limited edition boxes.

The campaign was communicated through social media, mobile and by using online banners activated by the weather. The layouts were linked to a weather database and automatically were adjusted based on the weather. On Facebook, a weather targeting mechanism was used.

During the campaign we monitored the weather every. When the weather broke we emited prepared materials: NIKE+ push notifications, banners and Facebook posts. All this has been done to reach runners with a push notification exactly when they needed the motivation.

There were no adaptations in this campaign.

The activation Plan the unexpected was promoted on Nike Running Poland Facebook fan page and on nike.com. It was integrated with Nike+. The runners were receiving push notifications from this app. We also created the online banners activated by the weather and the limited serie of sneakers boxes. The best runnerrs received the termoactive letters.The message about an unexpected reward, appeared after placing the cards in a low temperature.

Every type of media and the custumer journey stressed the main idea of the campaign: you can run despite the worst weather.

We encouraged people to run in the worst possible weather. After completing their challenge, users shared their Nike+ activity on Nike Running fan page. Users shared not only content and results, but also their stories - to complete the challeneges users left their jobs, ladies ran in high heels, one man even left dinner party with his girlfriend's parrents. We proved that it’s possible to engage the running community during the season in which running is not the most popular activity. And we did this by staying true to Nike’s core values.