Drawing insights from runners clocking up the miles in dark winter months, Nike had developed the Flash Pack – a reflective and water repellent line of shoes and apparel to keep runners protected from the elements. Inkling were tasked with creating an after dark running experience targeted specifically at media and influencers in order to promote this new line, and drive online conversations.
40 influencers were invited to an exclusive product launch, gifted personalised product and taken on a 6km run with Nike running experts, illuminated by ‘flash-points’. The run ended at an East London Studio where guests were treated to a post run menu created exclusively by SPOOK. DJ Jessica Skye provided the soundtrack to accompany a bespoke light installation created by pioneering light artists, Flat_e, dramatising the technology behind Flash.
The success of #FlashRun was based upon a quick turnaround model – the entire project was conceived, planned and delivered within 4 weeks. By ensuring a relentless focus on personalisation and experience, we were able to launch Nike Flash to key influencers and their legions of followers in a highly cost-effective manner.
- Coverage achieved from Gold media targets, including The Guardian, Women’s Running, Men’s Health, GQ and Huffington Post
- Instagram reach – 445,166
- Twitter reach – 261,762