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 site was part of an integrated campaign, the traditional side of
which was created by Weiden & Kennedy and planned and bought by
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.
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.