Toronto is the ideal market to launch a super-exclusive, Chinese New Year inspired Air Force 1 and Canadians are the perfect, digitally-savvy sneakerheads to engage in Nike’s first ever social media contest. By creating a physical-digital scavenger hunt – and partnering with a leading sneaker shop to give away the final pair – Ambit turned commerce into a cultural experience.

Leading up to the shoe release date, posters of the Nike Sportswear Rabbit were hidden all around the city – on buildings, in alleys, displayed in shop windows. Online, a series of tweets and Facebook posts hinted to their locations and sneakerheads scrambled to be the first to discover and upload photos for a chance to win big. As posters were captured in the real world, more entries to win could be earned by locating the Rabbit via on an interactive Facebook map.

The contest created a fever for the shoes, with line-ups the night before release and a retail lottery used for a chance to purchase. Within 30 minutes of their drop, they were sold out and a random draw awarded the final pair to the lucky rabbit catcher.