Lightmaker and Dutch agency Boondoggle worked with Nike Running to launch a Facebook fan page for The Netherlands called ‘Take Mokum’. Take Mokum (the local nickname for Amsterdam) allows users to plan and track their runs on a map of Amsterdam and connect their progress to a ‘graffiti tag’ on the Facebook app.
The concept was to organise a ‘running graffiti contest’ whereby the user can draw a pattern or shape called a ‘tag’ on the map of Amsterdam and run that route. After each run, the data can then be uploaded from the users Nike trainers to Facebook. The ten tag’s with the most ‘likes’ on Facebook will be exhibited in the Nike Runhouse – a new running club in the Amsterdam Van Baerlestraat, which is only accessible for members of the Nike running community on Facebook.
The application also provides support and information for Dutch runners and consists of articles and blogs provided by ‘The Amsterdam Running Society’.
“Some people create with words or with music or with a brush and paints. I like to make something beautiful when I run. I like to make people stop and say, ‘I’ve never seen anyone run like that before.’ It’s more than just a race, it’s a style. It’s doing something better than anyone else. It’s being creative.” Steve Prefontaine