Creative Execution

The experience was installed in four stores and one pop-up location in China and ran for one month. Following the success, it was bought back into stores for the launch of the new colours and Nike Taiwan and Berlin installed the game. Shoppers would try on the shoes, have their photo taken and create an avatar before stepping onto the treadmill. Using a hand controller to jump, there aim was to get as far as they could along the land full of metaphors for the shoes. The further they got, the higher up the leaderboard they went. Once leaving the experience shoppers would receive a randomised personal 10 second clip from the game.

The game was praised globally from small Chinese news outlets through to The Washington post. But more importantly 48% of players bought the shoes.

Today’s consumers are always looking for more fun and unique experiences. Traditional product trialling experience in retail is far from being fun or engaging, and often communicates product benefits in a rather dry, uninteresting fashion. It’s just not something people will look forward to. All we needed to do was to turn the unsexy trialling into an exciting experience that people actually wanted to try and also give them a customized video of them running in the game so they can share on social and spread the word.