#ChooseGo Berlin with Nike Running
In April 2018 we went for a run. Together with Nike and YouTuber Dillan White we took his fans on a one of a kind scavenger hunt through Berlin.
Celebrating the release of the new Nike Running shoe #NikeReact the German YouTuber took the corresponding global campaigns #InstantGo and #ChooseGo as inspiration for a disruptive and fun approach to running – as digital and interactive as he is.
The live-activation combined the worlds of Nike Running the quirky YouTube world. The sensation of running was conveyed in a playful and unconventional way, simultaneously activating Dillan’s Instagram and YouTube to motivate Germany’s youth to get moving! To draw attention to the innovative features of the #NikeReact shoe – the sensational feeling of an instant pop of go – the benefits of the product where highlighted in an organic way throughout the entire journey. Together with Dillan and Nike, we developed a new version of the traditional outdoor game “scavenger hunt“ and transferred it into the world of social media.
Over 100 fans gathered at the Nike Store Berlin on 22nd April 2018, Nike’s international #ChooseGo day, to hunt down Dillan White. With live digital hints on his Instagram channel, he gave his literal followers running challenges that served as hints of his whereabouts all around Berlin Tiergarten. The big challenge for his followers was to find him while solving different workout challenges hosted by professional Nike Running coaches. Participants also received further hints by push notifications via the Nike App.
To complete the activation Dillan recapped his entire experience on his YouTube channel, capturing his experiences at the run, fan meet up and his new found love for running.
RSA was responsible for the conceptual development, strategic consulting of the activation, planning, implementation, and production of the media collaboration with Dillan as well as the evaluation of seeding and production.
( ↓Pictures by @maxmenning)