For three weeks Nike set up an urban race in which consumers could participate to win a new pair of the Zoom high performance shoes. The Bluetooth-enabled race started at an illuminated outdoor site up to 400m from the store featuring a line up of 21 new Zoom shoes and ended at the Nike stores. The fastest runner was given a pair of new Zooms and got their name placed in the illuminated site.
Rexona launched its teen range 'Rexteen' and need to engage a target group with notoriously short attention spans. They partnered with Friendster to create a branded 'Room Makeover' widget.
Two climbers spent two weeks living, eating and sleeping on a 7.2 metre platform extending from a billboard advertising the Discovery Channel’s new series called ‘Everest: Beyond the Limit’.