Nike True City

Created by AKQA, True City provides users with a unique insight into six European cities, making the hidden visible through the knowledge and insight of Nike Insiders.  Download the iPhone app (Europe only).

The brilliant part of this campaign isn’t the use of technology and augmenting the city with data, but rather relying on select, local tastemakers to reveal culture throughout the cities.  In 2008 and 2009 we saw the rise and evolution of social media, but I believe 2010 and beyond will be focused on using the social media as a tactic rather than strategy to allow brands to create and curate culture.