NIKE 29.02.12 - An extra day to #makeitcount
| NIKE, XTP, DOOH
Nike launched a special leap year campaign “an extra day to #makeitcount” which ran on Nike Town in-store screens and on XTP screens across London Underground. Created by Wieden+Kennedy and produced by Grand Visual, the execution was based around a live 24 hour countdown on the 29th February and enticed people to tweet in about how they were using their extra day to #makeitcount.
The digital out of home activity was planned and booked by Mindshare and Kinetic and supported a broader campaign which saw Nike take over the EDF Energy London Eye - hosting NTC classes in each capsule. To celebrate this Leap Year and inspire people to #makeitcount in 2012 Nike also challenged the whole of London to make the most of the extra day at London's Southbank which saw over 300 runners hit the streets and included a 3-on-3 basketball tournament.