THE BRIEF
How do we ignite Nike's brand insight -- "Life is a sport. Make it count." -- and enable people to unlock their athletic potential in a digitally elevated experience for the launch of FuelBand in Canada?
THE IDEA
"The GaMe"
We hand picked five Nike elite athletes to lead teams made up of key influencers to a warehouse space in Toronto to play "The Game." We outfitted them with FuelBands connected to a real-time scoring app linked to a 122 ft digital scoreboard. The game was made up of a free-run, parkour style, game course. The objective; for each team to accumulate the most Fuel points during each free-run mission. The team that accumulated the most Fuel points after 5 missions won 10K toward the charity of their choice and all the bragging rights.
How do we ignite Nike's brand insight -- "Life is a sport. Make it count." -- and enable people to unlock their athletic potential in a digitally elevated experience for the launch of FuelBand in Canada?
THE IDEA
"The GaMe"
We hand picked five Nike elite athletes to lead teams made up of key influencers to a warehouse space in Toronto to play "The Game." We outfitted them with FuelBands connected to a real-time scoring app linked to a 122 ft digital scoreboard. The game was made up of a free-run, parkour style, game course. The objective; for each team to accumulate the most Fuel points during each free-run mission. The team that accumulated the most Fuel points after 5 missions won 10K toward the charity of their choice and all the bragging rights.
The Game: Nike team leaders PK Suban, Tessa Bonhomme, Phylicia George, Priscilla Lopes-Schliep, Steven Stamkos
The Game: Highlights
· 1 MC
· 5 Teams
· 1 MC
· 5 Teams
· 5 parkour style free-run obstacles
· 135 ft dynamic HD screen controlled by Derivates Touch Designer software
· 1 custom app that tallied Fuel points in real-time and displayed them on the laderboard
The Game: Live Visuals & Game Engine
· Live 3D Visualizations – We created a dynamic 3D LED particle system based on motion path algorithms that a VJ manipulated in real-time.
· Activity Meter cams above each free-run obstacle measured the amount of team activity at each obstacle.
· Live Leader Board – after each mission, live scores were taken of each teams Fuel points and displayed on a customized digital leader board that dynamically changed based on the team leading.
· The Game App – We developed an application that calculated team point totals after each obstacle and dynamically displayed them on the 70 ft leader board.
· Live 3D Visualizations – We created a dynamic 3D LED particle system based on motion path algorithms that a VJ manipulated in real-time.
· Activity Meter cams above each free-run obstacle measured the amount of team activity at each obstacle.
· Live Leader Board – after each mission, live scores were taken of each teams Fuel points and displayed on a customized digital leader board that dynamically changed based on the team leading.
· The Game App – We developed an application that calculated team point totals after each obstacle and dynamically displayed them on the 70 ft leader board.
Live "activity cams" measured movement and how hard teams were working The more active the team the bigger the mission crest got.
The app measured team Fuel points in real-time and ranked them throughout the game.
MC: Entertainment Tonight's Matt Babel MC'd the game and kept teams fiercely motivated.
Nike pro photographers were hired to capture images. We curated and treated the best and posted to Nike social channels through the night.
Real-time social posts during the experience.
Social Media: Through the Nike Running and Hockey channels there were 12.8 M impressions on Facebook and 1.7 M impressions on Twitter.
Earned Media: 32 stories reached 45 million people.
