Nike was about to release their Free Run+ product line - and requested the help of CORE TWELVE to throw a launch event to remember.
From concept through execution, the CORE TWELVE team crafted the Nike Freedom Run - an event they were confident would please loyal Nike fans: A test-run scavenger hunt and lavish after-party celebration. The scavenger hunt began at a popular Chicago Nike retailer where attendees were provided matching team-colored shirts, Nike Free Run+ shoes, and their first "clue card" leading them to their next Chicago landmark location. The runners raced in groups through the city, passing through four different famous Chicago locations where they were handed next-location clue cards and a Nike Free Run+ bracelets. The final clue lead the runners to a rewarding finish line at The Altitude Room in The W Hotel, where guests wined, dined, and danced to a spinning DJ, enjoyed 360-degree views of Chicago's Lakeshore drive and received gifts during the winner announcement ceremony. CORE TWELVE developed the scavenger hunt concept, routes and logistics in addition to creating the merchandise, course signage and Free Run+ after-party onsite displays. Post-event, a video was also produced by CORE TWELVE to recap the successful launch.
Social Strategy & Execution