#RUNFREE# CAMPAIGN in Greater China leverages the joining of Nike+ and WeChat to inspire and help women
to reach their full potential. Through a multiple stage campaign, females will be engaged and encouraged to bind
Nike+ and WeChat accounts and reach out socially to male and female runners to earn their way to the
By focusing on key women centric dates and milestones [NTC Tour and 6.8 Taipei Women's Marathon], the
will steadily gain momentum throughout the summer. Utilizing NTC as a catalyst and the Taipei Marathon as
main driver, female runners come together in a sisterhood manner.
The broader participation experience is further heighten as female participants can engage their male crew
members and friends to pledge miles from their runs and thus accelerating their female friends' quest to the
Stage 1: Encourage female runners to bind their Nike+ with their WeChat accounts. Once 10K bound runners has
been reached, the Taipei Marathon event is announced.
Stage 2: Participants utilize Nike+ Coach to train alongside Taiwanese running KOL for 21 days. Weekly
and incentives keep participants motivated as they move up the ranking on the leaderboard. Males runners can
asked to pledge miles as female runner find ways to accelerate progress.
Stage 3: Nike will announce on various social platforms 10 winners to run Taipei. The message will be
amplified through KOL and social channels.
These engagement journeys are no longer via a single touchpoint but more effectively coming
through a network of guided user paths that bring the user from first discovery to a
point and beyond. Purchasing a product is no longer the end goal but actually the beginning of a constant
communication that increases opportunity for more meaningful further engagements.
[ Click image for sample documentation ]