Ever dreamed of being a player in a giant, real time video game? Well, runners in Bangkok got their chance when Nike and BBH Asia Pacific launched Go BBK. Via their phones and the LINE instant messaging system – the most popular in Thailand – runners could traverse the city picking up virtual tokens and taking part in special missions. Some of the missions even ended in secret rock concerts. Every time runners passed a token, it was scooped up thanks to Bluetooth, motivating them to run further and boost their collection. At the end, they could exchange their haul for a Nike gift. Over 15 days, participants collected more than 3,000 tokens and ran a staggering 35,000 kilometres (or nearly 22,000 miles). Must have been a lot more fun than the treadmill.