All the world's a game in Nike
's new three-part campaign from AKQA
, Tokyo to promote shoes featuring Nike's Lunarlon
Part of Nike's global Game On World campaign pitting Nike+ and Fuelband users against each other, the first initiative, Innovation Hunt
, invited runners to find a series of objects hidden around Tokyo, including a Be@rbrick toy, an upholstered BMX, a skateboard and traffic cone, all kitted out in the distinctive neon green and black knit of the new models.
Would-be Hunters went to Nike's Ugokidase Station
in the Harajaku region, where they picked up one of three maps showing the location of one object. When runners found each object, they took a photo and got back to base station as fast as possible, all the while tracked by Nike+'s GPS technology.Fuelrally
, meanwhile, is a real world version of pong, with the bats of the original game replaced by the Nike-clad feet of two players facing off against each other as Nike's newly released Fuelband
kept track of their points.
Lastly, Flyknit Portrait
saw runners use their motion to dictate how fast a virtual version of themself was knitted. A Microsoft Xbox Kinect
sensor tracked motion and running speed as runners jogged on a special treadmill, visualising their outline on a screen in front of them, with their speed dictating how quickly their portrait was 'knitted'.
Scores for each of the parts of the campaign were displayed in situ, and via an online leaderboard, with Lunarlon and Flyknit-themed prizes awarded for each.Contagious Insight
This isn't the first example of location-based gaming we've seen - Mini Getaway in Stockholm and New Balance in New York used similar schemes to engage people, but Nike's is the first we've seen powered by technology within the shoe itself.
These trio of initiatives are therefore a neat melding of product demo and gaming, using technology in an original, entertaining and brand-relevant way.
As well as adding a layer of gaming onto the everyday city environment, the brand brings in a neat competitive dynamic with the leaderboard, spurring people to greater running feats.
Additionally, the brand is sure to stand out from other marketers by creating a brand experience that puts the product front and centre, and making an exciting story for people to share with friends. And in a socially-connected world, that sharing is valuable amplification for brands.gameonworld.nike.com/#ja_JP/mission/innovation_huntThis
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