Cherryflava

So you wanna run hey…well…

Posted on 07. May, 2008 by Jonathan Cherry in Advertising

China is a country we don’t often cover here on Cherryflava, but here’s an award-winning mobile advertising concept which makes sense and is something that could quite easily work here in South Africa too.

The Nike Zoom campaign, devised by media agency MindShare China, won Campaign of the Year recently at the Venice Festival of Media. The campaign ran in
Shanghai, Beijing, and Guangzhou. Bluetooth technology was used in
special “information shelters”, offering a chance to win a pair of
Zoom’s by running between the shelter and the closest Nike shop.

Standard billboards with Nike ads were specially equipped in each
city to emit a Bluetooth signal aimed at nearby mobile phones. When
people approached the billboard, they received short-range signals on
their activated mobiles to start a “virtual stopwatch.” Then they
received a message to run to the nearest designated Nike store as fast
as they could, where a second Bluetooth signal stopped the stopwatch
and recorded their time. Every day, for the length of the promotion,
the store gave away one different pair of running shoes for the fastest
athlete. [Source: CScout]

Apart from sending out annoying messages, it’s comforting to know that your cellphone can easily be turned into a high-tech training tool by Bluetooth technology. Can just imagine the route to shop in the busy mall on a Saturday morning.