Turning a City into a Running Game.
We brought running to life in Bangkok by turning the city into a real-time gamified running experience for Nike. With local insight that most runs in the city happened in gyms or parks, we activated 200 Bluetooth beacons across streets, parks and alleyways so runners could collect virtual tokens as they explored. Integrated inside Thailand’s most widely used messaging app — LINE — the experience required no downloads, letting anyone lace up, switch on Bluetooth and play like a real-world game. Players unlocked rewards, completed surprise missions and discovered new parts of the city with every run. Over 15 days, more than 15,600 runners covered 35,380 km, collecting over 3.3 million tokens and redefining how a city can inspire movement.