Next Friday, Nike will be running an advertisement/competition in London that will turn the entire city into one enormous board game, with runners competing to criss-cross the city, checking in at phone boxes along the way.
The city has been divided amongst its postcodes (zip codes to you Americans), with 40 selected, ten for the city's north, south, east and west. Each of these will have phone boxes in them. Runners start the race at one phone box, where they get a message that leads them to the next, and so on and so on.
A little bit Grand Theft Auto, then, only on The Getaway's turf. But, yeah, without the cars.
Nike's Grid Turns London Into Gaming Board [GameSetWatch]