CAMPAIGN-I: Behind the hype - Nike's Run London new-media success - A poster campaign backed up by a very clever website achieves its goal in a week

The website for the upcoming Nike Run London event launched last

week. Although a rather unusual candidate for this slot, the site's

success has made it a winning case study. Run London is a 10k run

taking place on 22 July, the proceeds for which go to nominated schools

of choice. Built by AKQA, the idea behind the site was to generate

registrations for the run, as well as to kickstart a viral element to

the event.



The site was part of an integrated campaign, the traditional side of

which was created by Weiden & Kennedy and planned and bought by

MindShare.



The site launched on 19 April, but has now been taken offline and

replaced with a landing page saying that the run is full, the required

10,000 registrations were generated within a week.



Site characteristics: Before the website was actually launched, the URL

www.runlondon.com featured a little black and white cartoon man running

around the browser. The design of the site was very simple. It followed

the same creative lead as the offline print work, and used black,

capitalised printed text - which looked as if it had been stamped on to

the page - over bright, bold colours such as green, yellow and blue.



The site allowed people to sign up for the event online. Applicants were

asked to nominate a school for a cash donation following completion of

the 10k run - either that or the school nearest to the runner's post

code was allocated the cash. The application fee of pounds 10 was also

taken through the site.



However, its most nifty feature had to be the short film, which could be

tailored in various ways according to the user's preference, and

e-mailed to friends. The application let you put in your friend's name,

a variety of phrases suggesting that they stop being lazy and your

choice of phrase to convince them to sign up.



Funding: Nike.



Marketing: Weiden & Kennedy launched the traditional, copy-led campaign

across TV, radio, tube cards, print and posters for the event, which

gave each month its own personality. April is lazy, May is schizoid and

June over-eager. July is a runner.



THE YEAR AHEAD



It's understood that more than three quarters of the 10,000

registrations for the event were taken online and, a victim of its own

success, the site was taken down within a week. - Excellent prospects.



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