Nike 'Grid' by Wieden & Kennedy, AKQA and Mindshare
Nike has launched a digital campaign around its 'Nike Grid' interactive street game which allows competitors to compete with runners across London for 24 hours in order to gain points.
The urban game will launch on 23 April at 8pm. In order to play, runners must register at the Nike Grid website, but they do not have to possess any items of technology to track their run.
Instead, the game uses payphones across the city of London as check-in points before and after each run. The running grid covers 40 postcodes, and runners can choose to run only in their own postcode, or they can steal others' postcodes to rack up points.
Nike has launched a Facebook group to support the game and explain its rules in detail.