Nike's 'Mashdash' challenge aims to bring runners together

With the slogan of ‘Run together, win together’ to promote running among the youths, the challenge creates a platform where runners can meet, run with, and challenge each other.

It randomly pairs up two runners, who have each signed up on the Nike Running Facebook pages and the 'Nike+' website, to run and win prizes through the 'Mashdash' Facebook app.

Each team will be provided with a unique team imagine and name, formulated by mashing together half of the team member’s face and name.

Hani Mahdi, brand connections manager at Nike Southeast Asia, said, “Nike+ is a social technology platform that allows young athletes to plug into a global community of runners. Nike+ Mashdash Challenge takes a prevalent insight amongst today’s youth – namely the ‘mash-up’ (where a song or composition is created by blending two or more pre-recorded songs) – and applies it to the spirit of running.”

Dan Gibson, managing director at Ogilvy & Mather Advertising Singapore, said, “This challenge hopes to bring together young people who enjoy running and are motivated by their team membership and the (passion) of competing against other teams for the top prize.”

The Mashdash Facebook app comes with a leaderboard and 'trash talk' forum that keeps the competition energetic and conversational. It calculates the distance each member of the team ran that week to make a total amount for the team, using data logged from each respective Nike+ account.

All updates are available on the Facebook pages and the Nike+ website. Prizes are given out at the end of each week for achievements like the most distance clocked or best improvement.

The pair that gets the most distance will win the grand prize of a paid trip to the Nike Women’s Marathon in San Francisco for themselves and a friend each, at the end of the challenge.

Credits
Campaign Title Nike+ MASHDASH Challenge
CD Steve Back
Copywriter Jatinder Sandhu, James Yap
Art Director Andy Grant, Ian Lee, Jared Kang
Planners Owen Dowling
Production House Flok
Account servicing Dan Gibson, Dennis Yeung