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NIKE: CATCH THE FLASH

03.29.2012

What is the answer to the simple question: “what do you do?”  For me, it becomes more difficult everyday.  What was once “event marketing” or “promo marketing” has shattered into a thousand pieces, each as sharp and reflective as the next.  How can I align myself with one when I, at times, use them all?

Which brings us to activations like Catch the Flash from our friends over at Nike:



Is it an online activation?  An offline one?  A game or a run or a stunt or an ad?

I say it’s none of these and all of them at once.  It’s a clever idea that explodes across the traditional boundaries of a branded campaign, reminding us just how hard it is to define what an experience can be (and what a joy this medium is for a creative!).

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