The objective were to inspire runners to run further, faster, with friends, and ultimately: #runfree.
To give the top runners in the running community an adventure of a lifetime. To encourage runners to go outside their routines.
To challenge the community to connect with, promote and support each other. with Nike.
As the final chapter of the global Nike running community #runfree campaign
A Loud Minority created an adventure of a lifetime shared live for the whole world to experience.
To encourage runners to go outside their routines we challenged the
running community to dream up their most epic runs.
Hundreds of dream runs were described and submitted from all over the world.
Kilometers ran through Nike+ counted as votes, and by dedicating them to your favorite dream run you could show your support. The run that received the most kilometers logged by the community would be brought to life.
The Iceland dream run came out on top with 16 781 kilometers logged.
We named the event: Run Viking.
So we went to Iceland with the dream run creator, the top 20 supporting consumers from the online #runfree activities, together with a number of Nike athletes and representatives.
During three days we performed 3 epic runs in the spectacular and dramatic fairytale world which is Iceland.
These mind-blowing running experiences were shared live (hour by hour) and generated more than 1,6 million impressions in social channels during that weekend alone.
The media mix were the actual event, websites (.com), social medias (Facebook, Instagram, Twitter)
Instagram campaign with descriptions of the experience of our participants with links to product specialization and webshop.
Social media manager and intelligence analyst on location for posting updates in the right moments. Instagram updates live about every 2-3h.
Facebook made life longer for selected images.
Selected images were later a part of Nike Running winter campaign on Nike.com.