Nike have blow our socks off again with their launch of the Hypervenom shoe range!
Buying sports gear these days is a serious matter. Brands are all about making sure you're getting your best performance from their products.
To promote the launch of it's Hypervenom soccer boot, Nike invited customers in Bangkok to trial the sports shoes by taking part in a time challenge at their virtual stadium, 'The House of Deadly'. Those brave players that accepted the challenge were subjected to the largest interactive installation in the world that tested their skills and agility using motion sensor technology and interactive projections to simulate a live soccer match. However, there were no other players, instead motion detecting spotlights that served as 'defenders' circling a player much like the opposition would. Players had to perform like pro athletes, by dribbling the ball and hit moving targets while dodging the spotlights.
Nike Hypervenom Installation from FutureDeluxe on Vimeo
The pop-up stadium was placed in Parc Paragon Bangkok, and in the 3 days the stadium was there it attracted large crowds and a media frenzy which cleverly added to giving the player a real stadium atmosphere.
This is a fantastic example of experiential marketing. However, it's also a great example of things to come as the digital and real worlds continue to merge and what Nike have achieved with their virtual stadium is a creative feat!
If this hits the UK, we challenge you!
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