Campaign Information On the weekend of the London Marathon 2010, Nike invaded London’s iconic postcode system to unleash a global first – a real world gaming platform for runners.
Nike turned London streets into a running game where speed and performance count, but local knowledge has the edge. Runners came together via Facebook, registered, and then took to the grid to ‘Claim their Streets’.
How did it work?
London is your gameboard.
You have 24 hours to claim your streets.
40 postcodes across London.
North. South. East. West.
Grid phone boxes in each postcode.
Run between them. Score points.
Run more. Score more.
Badges awarded for speed, endurance and stamina.
Play for your postcode.
Get the glory. Claim the crown.
Creative responsibilities were shared between AKQA, W+K London and Mindshare.
