THE BRIEF
Launch Nike FuelBand with a high-energy, digitally fueled event featuring elite athletes and sports influencers. A dynamic fusion of tech, competition, and excitement that sparks buzz and drives engagement.
THE IDEA
THE GAME
Launch Nike FuelBand with a high-energy, digitally fueled event featuring elite athletes and sports influencers. A dynamic fusion of tech, competition, and excitement that sparks buzz and drives engagement.
THE IDEA
THE GAME
We assembled an elite squad of Nike athletes, led by Steve Stamkos, PK Subban, and Tessa Bonhomme, to spearhead a high-stakes challenge. Unbeknownst to their teammates - a group of influential sports enthusiasts - they were in for an adrenaline-fueled surprise.
At a converted Toronto warehouse, we equipped them with cutting-edge running gear and Nike Fuel Bands, synced to a real-time scoring app and a towering 122-foot digital scoreboard. The stage was set for a heart-pumping, parkour-style obstacle course, featuring five daunting challenges designed to push our athletes to their limits.
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 event generated a frenzy of coverage on social media and in the press, cementing its place as one of the most unforgettable sports experiences of the year.
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 lEaderboard
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.