This is an old campaign, but it is still one of my favorite 'brand activation' campaigns. It is awesome and well executed. Essentially, it is a race for weekend warriors, non-marathoners, newbies, resolutioners (think New Year's resolution gym go-ers that drop off by late Feb) and anyone who dabbled with runnning but never gave it enough commitment to participate in a full on marathon. The beauty of this is that it appeals to a very particular (and large) target market for Nike that may be inspired by Nike's aspirational athletic apeal, but has that grade school memory of when they were last part of a race....and yet has a sense of humor about it. The race is enjoyed while listening to 1-hit-wonder bands. The campaign is fun, reaches out to a broad audience, and it introduces humor. It makes Nike a little more human, without diluting or even touching it's hard core 'atheletic precision' side.
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