> Creative strategic solution: We launched the ‘Take the city’ graffiti challenge, an ingenious Facebook application to draw running routes on satellite pictures of the city. But not just any running routes, but virtual graffiti runs in creative shapes, resulting in surprising routes such as ‘The fries’, ‘The Butterfly’, The Pacman, and even the Space Invader. People could run them and invite their friends for a run through Facebook events.

> The different channel(s): We launched the Facebook Application to draw running routes on a satellite picture of the city. People could invite friends to run those routes. To support the campaign offline, we put up posters of the runs alongside those routes. Images of all runs were beamed around town. To complete the loop, we made the online community an offline community, by launching ‘The NIKE Runhouse’. A place where they could meet, create group runs and reload with beer, pizza and performances afterwards.

Next to a lot of attention in the Dutch and Belgian press, the ‘likes’ on the Facebook page rocketed. More than 10.000 youngsters joined the NIKE Running club on Facebook, where 329 of them created their own, unique graffiti run. With this campaign, we inspired a new running club and a lot less individual way of running.