Cat Samarista and I teamed up to develop an innovative, digital activation that allows Nike retail to show up where runners are in a provocative, yet natural way.
Insight: Runners often have one route they take and rarely stray from it.
Idea: A new run mode in the Nike+ Run Club app that helps you discover your city while doing what you love.
Lost Mode will be available to NRC runners in major markets. Once Lost Mode is enabled, runners enter their desired distance and the app will route the runner to a local landmark.
This mode is ideal for both local runners that have tired of their everyday route as well as visiting runners who are unfamiliar with the area.
In the Achievements tab, there are city-specific badges for reaching a certain amount of landmarks.
At major milestones, runners unlock badges embedded with exclusive, shoppable Snap Lenses.
Runners can share their milestone and activate the Snap lens automatically opening Snapchat. Each Snap Lens will be active for 24 hours (but can be reactivated via the Achievements tab).
As the snap code is built directly into the app, it is unsharable and only accessible by NRC runners that complete the achievements ensuring ultimate exclusivity.
The snap lenses will be tailored to each runner’s city.
The more they explore, the better the exclusive city merch gets. Runners can rep their love for running as well as their pride for their city.