Nike have taken crowdsourcing to the next level, galvanising their devotees across Europe with the revolutionary new iPhone app, Nike True City. Influential networks of Nike insiders share unique city insights and inspire users to tag and broadcast their own view of the city. Updated in real time by real people, the app makes the most of iPhone geo-tagging and Facebook Connect technology. At the same time, True City pinpoints access to the latest – and most exclusive – Nike product launches and VIP events. The end result is a powerful two-way partnership between the brand and its audience.

A pre-release teaser featuring a few seconds of the promotional video was seeded into the influencer community 48 hours before launch and triggered waves of excitement in the blogosphere. Intensifying numbers of Tweets and tastemaker blogs stoked rumour and anticipation surrounding this new move from Nike. This heightened anticipation of the launch, fueled by a PR outreach including the release of the full promotional film as well as PR events in key True Cities. Feature pages on NSW.com and NSW Facebook fully explained True City to hardcore fans of Nike Sportswear, galvanising the buzz surrounding the app.The sustain phase then centered around collateral materials which were created to maintain buzz around the app and launch. Distribution focused on select retailers to drive awareness, reach and downloads. A media partnership with VICE will also provide ongoing content for the application, as well as editorial features in their magazines.

One month in:- Over 1.3 million search results for ‘Nike True City’ in Google.

- Features in the Independent newspaper, Campaign and Revolution magazine.- Over 140,000 downloads.

- Over 10,000 downloads on first day of iTunes Store feature.- Number 1 iTunes rankings across Europe.- 1,500 content submissions form users and counting…