In the UK, Nike is launching an exclusive invitation only music & running event for 3,000 people in London. Tickets can be "earned" competing at four weekly 100m speed trials across London throughout October. Each trial will feature live DJs, athletes, celebrities and Nike gear. Then the fastest 1,000 runners from the trials will get the opportunity to join the Nike+ Supersonic night with two guest passes.

Even if in my position my opinion doesn't count, I really like the idea and the mood of the event, plus I find simple but brilliant the mini-site promoting the project. It features a cool video by with light graffiti (unfortunately it cannot be embedded nor linked) and an amusing copy: there are two ways to get a ticket to the event, either you run fast or you know someone who does. Keep your friends close, and your Nike+ friends closer...

I'm impressed by the level of personalization brands can now reach on Myspace. Yes, because the domain name says www.nikesupersonic.com, but you get automatically redirected to a Myspace page.

The agency is AKQA.

Well, that proves how interactive a media is the net. And how it transcends the limits of conventional advertising.

-Aurelius

Posted by: Aurelius Tjin at October 8, 2007 11:21 AM

This is a smart way to gain awareness and customer participation at the same time. Cheers to Nike.

Posted by: Dan Schawbel at October 8, 2007 03:18 PM

i was in the north london nike supersonic and i have to say it was brilliant big up nike and dizzee rascal who was there big up m8 safe for the chicken and chips dizzee brillo

Posted by: christopher james merrifield at October 12, 2007 10:12 PM