CATEGORY:Accessories/ Clothing/ Footwear
REGION:Turkey
DATE:Jul 2008 - Sep 2008
Turkey is a country without a serious running culture. Nike wanted to use a global event to get a non-running nation thinking and talking about running, create a base for upcoming running campaigns and activities and build a direct association between the sport and their brand.
The main challenge was to get 10,000 people to run while maintaining alignment with the global strategy.
Nike Human Race 2008 was a global phenomenon which was localized for the Turkish market.
Nike needed to remind non-athletes of their lack of motivation, and so teamed up with the Dogan Group to enable this.
The Dogan Group gave Nike access to nine TV stations, 5 newspapers, 13 monthly magazines and 6 websites. Script editors were instructed to include reference to Nike Human Race wherever possible.
It gave Nike unprecedented access to its celebrities, produced and aired celebrity spots, engaged columnists to write about the event and integrated the event story into programmes, news and talk shows.
The Government supported the initiative as part of a national health drive and allowed the race to be run over the famous Bosphorous Bridge for the first time ever.
The event was also integrated as a mini-game into one of the biggest social networks.
Mobile was used for location-based MMS messaging, which was sent to the Nike database.
Outdoors, some 150 government owned bridges were branded for the first time.
As a result the race was three times over-subscribed, with 10,000 people taking part. Some 860,000 people visited the Nike Human Race site and the uplift of sales in Nike Plus kits was beyond expectations, with more than 5000 kits sold in 3 months – equivalent to the total amount sold during the previous two years
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