Nike had 4000 pairs of runners to give away. Our job was to find 4000 Nike fans to fit them to.
A virtual pursuit race was developed using current social media darling, Twitter. Tweets powered a Nike microsite where players chased the ‘Twitter Fitter’ in his fitting van. Players tweeted to jump past other players.
To secure a free pair of shoes and a fitting, the user needed to be at the front of the pack when the van door opened. Simple as that.