Box Frenzy

Nike takes gaming to the streets

Nike’s experimental Alternate Reality Game (ARG) campaign is set to kick start this Friday across London. The footwear brand is promoting both its products and a positive fitness message via Nike Grid, a 24 hr urban running game that divides the capital into a game-board of 40 competing postcodes. The location-based game sees users registering online  and then running between telephone boxes, entering 4-digit codes as they go, in order to receive points. (Apparently locations will be monitored to stop users from donning skates or hopping on a bus)

The activity owes much to location-based service Foursquare, as it utilises the service’s ‘badges’ concept enabling participants to acquire badges for speed, endurance and stamina during the event. The person who manages to collect the most points in a particular area claims that postcode’s crown’ (aping Foursquare’s ‘Mayor’ status)

A promotional ad has been running online featuring London grime artist Tempa T – who created a track especially for the event -  encouraging users to get involved.

Gamers are in many ways a disconnected community despite their deep online social connections. A console gamer dispatching opponents on Call Of Duty, or thrashing a competitor on a sports game, has no more than an ID for reference. Likewise games such as World Of Warcraft are ultimately shrouded by the virtual self as users create uber idealistic identities online. ARG’s – which blend the real with the fictional, the digital with the actual – play out with a far more human touch. Confined by consoles, a clutter of Guitar Hero peripherals and deep MMORG networks, gaming is now looking for a new tangible lease of life outside the screen.

ARGs have been growing in popularity for a while now, but what is particularly interesting about this one is the use of ‘found’ or existing tech – in this case virtually obsolete phone boxes – as the centre piece for the concept.  With the advent of Augmented Reality and the ability to layer the real environment with digital media, the opportunity to explore the city – the reality you find yourself in everyday – suddenly opens up into an exciting and constantly morphing playground for brands.