NIKE REACT - GO BKK
To promote Nike's latest running footwear - the Nike React in Bangkok, we decide to inspire people to run again. To inspire people to run, we had to make it easy to run. That means allowing people to start at the streets they walk and not needing to download yet another app on their phone.
Like a real life computer game, we turn the city of Bangkok into a running playground. Tapping on the most used messaging app in Thailand - LINE , we installed LINE beacons all around the city of Bangkok that awards in-app tokens to runners as they pass by. The more users ran, the more they get rewarded with tokens that could be exchanged with Nike swag.
We also build a smart messaging system that pushes and motivate people to run during times that might need a little extra push, by giving them more reasons to pick up the running shoe and run by rewarding them with extra Nike tokens.