As a twin or tag-on to the fantastic Run London (and Paris, Berlin, New York, etc.) Nike+ has created a new engaging piece of communication or activity. The event is called Nike+ Supersonic. And people competed in 100m and 1k sprints. Finalists won a set of Nike+ trainers and an iPod nano. So simple and yet so effective and cool. They molded the entire campaign around the same idea. The commercial, the myspace subsite (http://www.myspace.com/NikeSupersonic), the event, the after party. And with the products center stage.
Great job… Here is a link to Wieden + Kennedy’s experience with it.