THE BRIEF
Launch Nike FuelBand with a high-energy, digitally fueled event featuring elite athletes and sports influencers.
Launch Nike FuelBand with a high-energy, digitally fueled event featuring elite athletes and sports influencers.
THE IDEA
THE GAME
We assembled an elite squad of Nike athletes, led by Steve Stamkos, PK Subban, and Tessa Bonhomme, to act as team leaders in a live, immersive Parkour-style obstacle course. The game featured a dynamic fusion of real-time kinetic measurement technology, competition, and excitement that sparked buzz and drove social engagement.
At a converted Toronto warehouse, we equipped the teams with cutting-edge running gear and Nike Fuel Bands, synced to a real-time scoring app and a 122-foot digital scoreboard. The stage was set for five heart-pumping challenges designed to push our athletes to their limits.
NIKE TEAM LEADERS
PK Suban, Tessa Bonhomme, Phylicia George, Priscilla Lopes-Schliep, Steven Stamkos
THE OBJECTIVE
To accumulate the most Fuel points across five intense missions. The reward, a $10,000 donation to the winning team's chosen charity and unparalleled social media bragging rights.
PK Suban, Tessa Bonhomme, Phylicia George, Priscilla Lopes-Schliep, Steven Stamkos
THE OBJECTIVE
To accumulate the most Fuel points across five intense missions. The reward, a $10,000 donation to the winning team's chosen charity and unparalleled social media bragging rights.
THE GAME: HIGHLIGHTS
· 1 MC
· 5 Teams
· 1 MC
· 5 Teams
· 5 parkour style free-run obstacles
· 135 ft dynamic HD screen controlled by Touch Designer
· 1 custom app that tallied Fuel points in real-time and displayed them on the leaderboard
LIVE VISUALS AND 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 leaderboard – 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 leaderboard.
· 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 leaderboard – 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 leaderboard.
LIVE KINETIC MEASUREMENT IN REAL-TIME
Kinetic cameras mounted throughout the event measured movement, energy and how hard teams were working. Team's mission icons expanded and contracted on-screen to reflect who was in the lead. The more activity from the team, the bigger their mission icon got.
Kinetic cameras mounted throughout the event measured movement, energy and how hard teams were working. Team's mission icons expanded and contracted on-screen to reflect who was in the lead. The more activity from the team, the bigger their mission icon 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.
The design team was on-site capturing and creating real-time social posts during the experience.
PRESS AND EARNED MEDIA
Through the Nike Running and Hockey channels there were 12.8 M impressions on FB and 1.7 M impressions on X. 32 stories reached 45 million people.
