Nike gets down with the kids

This iPhone app by Nike develops a relationship between the brand and the audience by encouraging trend-setters to 'make the hidden visible.' It basically allows cool people to tell other cool people where the coolest places are in their city. The campaign targets trendy opinion formers which gives it credibility and fits with Nike's 'urban sheek' credentials. I also love the use of QR codes (my dissertation topic) to make the interaction between the app and the city seamlessly intergrated.
Agency: AKQA