Nike is running a branded mobile advertising campaign, Nike True City, that enables the many dedicated followers of the brand to share common interests, values and activities through a location-based city guide with a social networking component.
The app covers six European cities - London, Paris, Berlin, Milan, Amsterdam and Barcelona - which are generally considered to be among the most interesting and culturally active cities in the world.
True City, created by agency AKQA, tries to "make the hidden visible" through the knowledge and insight of Nike Insiders. These are local taste-shapers who pride themselves on being at the forefront of things happening in their cities.
The app covers a wide range of content from food and drink to art, shopping, culture, music and sport. The information is geo-tagged and displayed on a local map with icons. There is a filter to display only selected types of content.
The information comes from the general public as well as the Nike Insiders. The best contributors have a chance to become Nike Insiders themselves.
