Running Battle motivated students from 6 UK Universities to run more than 26,000Ks in 4 weeks. And they say students are lazy.
Nike and Apple asked us to raise awareness of Nike+ among UK students. Our brief was to get students to try running with Nike+ and create a community of evangelists.
We knew just asking them to run wouldn’t be enough; so we gave them a reason: Run for your University against your arch rivals.
We identified the UK’s three strongest inter-University rivalries; Oxford vs. Cambridge; the traditional rivalry, Bath vs. Loughborough; the sporting rivalry and Leeds Uni. vs. Leeds Met; the local rivalry.
Nike+ became the platform for a four-week, mass participation, grudge match as each pair went head to head for honour, bragging rights and exclusive prizes.
