Nike+ Live was an invite-only event of Nike's physical and live interpretation and embodiment of their service offerings.
We gave New Yorkers the chance of a lifetime by letting them run all around New York to chase down a tiny golden shoe.
The miniature golden shoes and access to the official NikeNYC Snapchat handle to coach Knox. For three days all around New York City, Knox dropped hints to his whereabouts and challenged anyone to come catch him - the ultimate reward: the Golden Lunarepic and access to the highly exclusive Nike+ Live event.
In three days, we saw an increase of 7,000 new follows and New Yorkers running out onto the streets to find Knox. In the end, 10 lucky (and dedicated) people were able to experience the live interpretation of Nike’s service offerings in Run, Train, and Custom apps. They were joined by the likes of Kevin Hart, Victor Curz, Sanya Richards Ross, Tinker Hatfield, and Hiroshi Fujiwara as it was broadcast live via Snapchat also. In the end, the entire story had 1.1 million views, the highest ever for NikeNYC Snapchat.