Nike Grid pioneered a new type of social media meets real world game by encouraging Londoners to accrue points and earn rewards by running between phone boxes in specific postcodes in the capital and share their experiences on social media.

The game took place twice last year: first as a one day event around the London Marathon and then as a 15-day challenge in October/November. More than 12,500 miles were clocked up in the latter game, as runners hot-footed between 200 BT phone boxes across 48 postcodes comprising the Nike Grid game board. Virtual and real awards were given to individuals and teams who clocked up high scores and unlocked hidden elements in the game. Nike Grid too earned industry awards for pushing the boundaries of marketing. mehr >>