Posted 14 June 2015

Nike’s advertising is a high-tech treasure hunt

Written By : Marco Rosano Visit Marco's LinkedIn Profile

Stuart Gonsal founded Wolf in 2014. He presents extensively to industry groups and is on the Advisory Committee for Swinburne University’s Masters of Commerce (International Business).

Nike’s next-level advertising

Nike Running got together with ad agency Jung von Matt/Neckar to create a high-tech treasure hunt in the nighttime streets of Vienna. Dubbed ‘Catch the Flash’, the 90-minute game had participants chasing 50 runners — all wearing the Nike Vapor Flash Jacket — through dark streets and back alleys in order to capture a photograph of the individual runners.

How does it work?

The flash would illuminate the reflective material on the jacket and reveal the printed number on the back, which meant the chaser had ‘caught’ that particular runner. All 50 runners were equipped with iPhones running a GPS app so they could be tracked online (which also allowed users to play the game on a virtual map of Vienna using their computer or mobile device). Check out a video recap after the click.


Originally published 22 December 2014

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