Create a digital connection between the Nike physical activation of the Shamrock Shuffle and the young runner.
Nike Run Loud. A Facebook application that allowed users to share their Shamrock Shuffle training experience with friends on Facebook. Registrants were driven to OWNCHI.com, where they were encouraged to sync the Run Loud application with their Facebook profile. Here, they could customize motivational training run messages and race day updates that would automatically post to their wall throughout their journey. The website also encouraged participants to reserve a Run Loud RFID bracelet. With a swipe of the bracelet across the Green Door kiosk positioned at the training locations, runners got their photos taken - and posted to their Facebook wall in real-time. Over the duration of the campaign, 1,085 runners generated over 6,000 posts and nearly 500,000 impressions.
Social Strategy & Execution