Case Study 02 / Nike

Nike “RunTown”
Digital Billboard Bikes
Running With The Pack

Two Digital Billboard Bikes inside Nike’s RunTown activation, tracking live run routes around Oxford Circus and turning organised runs into moving digital OOH.

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01 / Campaign Overview

Supporting Live Run Culture at Street Level

As part of Nike’s RunTown campaign in central London, two Digital Billboard Advertising Bikes delivered high impact mobile billboard advertising around Oxford Circus. The activation followed organised run routes, integrating digital OOH directly into a live brand experience instead of watching it from the kerb.

Positioned in one of London’s highest footfall retail districts, the campaign kept Nike visible at street level throughout the day, exactly where the runners, the shoppers and the cameras were.

Summary

Client

Nike

Location

Central London (Oxford Circus and surrounding streets)

Format

2 × Digital Billboard Bikes

Duration

1 flagship activation day

Estimated Impact

30,000 - 60,000 impressions
15,000 - 35,000 unique reach

Nike RunTown digital billboard bikes with the run crowd

02 / Project Goals

What Nike Needed on the Day

01
Support the RunTown popup experience with live, moving media.
02
Follow the main runner routes to create photo and video moments.
03
Capture high footfall around Oxford Circus without disrupting pavements or running routes.

03 / Activation Routes & Strategies

Retail Focused Circulation with Live Coordination

Compact loops designed to stay in front of people on foot:

2 × Digital Billboard Bikes carrying Nike RunTown messaging.
Approx. 6 hours on the street across the afternoon and early evening.
Real time coordination with the Nike team to support key moments.
Circulated Oxford Circus, Regent Street and the surrounding streets between run waves.
GPS logged routes and timings for reporting.

Nike RunTown AdBike screen at street level

04 / Estimated Unique Reach

Projected Audience Exposure

Estimated Ranges

Using conservative assumptions on Oxford Circus footfall and bike visibility:

30,000 - 60,000

People, estimated impressions (1 day, 2 bikes)

15,000 - 35,000

People, estimated unique reach

05 / Content & Reporting

Everything Shipped Back to the Brand

On-street photography of the bikes alongside runner packs and the RunTown hub.
Short video clips cut for Nike’s social channels and internal recap.
End of day summary: routes, timings and impression estimates.

06 / Outcome

Brand Visibility in Motion

The mobile activation achieved strong digital OOH exposure in a prime retail environment, reaching runners and shoppers at scale. It generated authentic, shareable content while keeping route coordination seamless around live run waves. Nike secured high frequency brand visibility through dynamic, city centre mobile advertising.