We created Grid, a real-world-web game that augmented the running experience. We turned London into a gameboard by re-appropriating iconic infrastructure (phone boxes) as markers and connecting activity with Facebook. Players could score points and claim territory by running between phone boxes and logging their times at each point during two games: one in April and one in October.

Grid created a depth of engagement unseen in any other recent Nike activation project.

31,000 runs were logged. 62,000 phone calls made. 74% of players were 17-22, running more than 12,500 miles in 16 days – halfway around the world.

In April’s 24-hour game, players logged 125 runs per hour and left Facebook comments every 6 minutes on average. 30% of comments received responses from other players.For October’s 2 week game, registrations increased 19% to 3,125 players. Facebook fans increased 53% to over 5,000. Fans spent 7 minutes 30 seconds on Facebook and 5 minutes on NikeGrid.com, on average.