Wieden + Kennedy Tokyo use Facebook likes to keep Joseph Tame running for Nike Lunarglide

Tame.jpgRUN Like ME is a Facebook campaign developed by Nike Japan and Wieden + Kennedy Tokyo for the launch of LUNARGLIDE+ 4. When a user hit the 'Like' button on the campaign site, Joseph Tame will run 100m longer.

Tame has pledged to run 100m for every "Like" he receives on RUN Like ME, launched on Nike Running Japan Facebook page on Friday, June 29th. His challenge is powered by the NIKE LUNARGLIDE +4, the shoe designed to cushion your stride and enable you to run longer. After 10 days from the start, the number of Likes exceeded 1,000, and it continues to grow daily.

RUN Like ME | Intro Movie

Tame is known for his "Art of Running," which he uses his GPS run data to draw out various icons. Through this experimental campaign, the social media will put him to challenge his physical limits. Right after the launch, he appeared on the live broadcasting program for smartphone called NOTTV to introduce his new challenge.  During the show, some viewers left comments which they said they would like to see Joseph draw out Japanese islands with his GPS run data. In response to the request, Joseph ran almost 80km in total of over 9hrs to draw the outlines of all four major islands of Japan. He had multiple to walk through some buildings to draw out a precise shape of the island but he completed the art as he has promised.

W+K Credits:
Creative Director: Caleb Jensen
Associate Creative Director: Naoki Ga (何 直己)
Art Director: Naoki Ga (何 直己)
Copywriter: Andrew Miller
Account Team Shinya Kamata (鎌田 慎也)
Designers: Shuhei Aoyama (青山 周平) Daisuke Maki (真木 大輔)
Digital Artist: Genki Ito (伊東 玄己)
Executive Creative Director: Tota Hasegawa

ROOT Communications Credits:
Technical Director: Toru Terashima (寺嶋 徹)
Project Manager: Reiko Kawaguchi (川口 玲子)
Application Developer: Shin Nakamoto (中元 慎)
Programmer: Tsuyoshi Tanaka (田中 毅)
Mark up Engineers: Takeshi Ninomiya (二之宮 岳史) Takahiro Inoue (井上 貴弘)

SOKET Credits:
Producers: Takahiro Fujiyama (藤山 高浩) Junichi Moriwaki (森脇 淳一)
Directors: Yoshinori Sato (佐藤 慶紀) Keijiro Tsubakimoto (椿本 慶次郎)
Photographer: Seichi Uozumi (魚住 誠一)
Assistant Directors: Kunio Kataoka (片岡 邦夫) Shota Nakajima (中島 唱太)


Nice said:

Finally someone makes something useful out of a Facebook Like! Most advertisers just collect 'em like tokens that never get cashed. Nike seem smarter than that.

Albert Scamus said:

Nice one.

You have to feel for the poor guy though, what happens if he gets a million likes...that's some serious mileage.

Al Fatihah said:

Yes, I agree with you, Albert! Nice one!

Medulla Payne-Oblangata said:

It really does express the thought that "with NIKE LUNAR GLIDE +4, you can run longer." I wonder what's in the sole that can cushion my stride so comfortably. Maybe I should check out the product.

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