Nike’s August launch campaign for its new Joyride shoe spanned multiple channels and both global and local work included an immersive New York retail experience based around an interactive shopper playground where customers can jump, bounce and run around while testing the new Joyride running shoe.
The participatory games are played on an interactive digital shop floor and it sees shoppers check in to the experience, get fitted out with a new pair of Joyrides and then plays.
Built around three different games each showcasing different functional benefits of the product, this North American retail experience within the brand’s New York House of Innovation flagship saw Nike’s own design team up with agency Deep Local, global production studio The Mill and TCI to create the installation.
One game, called ‘Busy Beads’, is an agility exercise in which shoppers run on the spot as quickly as they can in order to collect the digital beads to create a game is designed to demonstrate the Joyride’s impact absorption.
A second experience, labelled ‘Skip ‘N Squish’, is a game inspired by hot lava tht sees players jump from one group of beads to another to avoid ‘lava’ and get to the other side of the floor. The player who makes the most laps wins and the game aims to demonstrate the responsive and lightweight nature of the shoe.
The third game, called ‘Cushy Kicks’, is a blend of table tennis and football which sees players use their feet to try to stop digital beads from entering a goal by deflecting them to the opposing player. This was designed to promote the shoe’s personalised cushioning.
The Joyride experience is hosted at Nike’s New York flagship at 650 5th Avenue is one local marketing strand of Nike’s worldwide Joyride campaign which includes a series of international and local spots including ‘Beads and Balls’,
US ads such as ‘Runners High’,
and ‘What’s In It For Me?
plus ‘Behind The Design’.
Comment:
The immersive in-store strand of the campaign builds on Nike’s existing track record for making the shoe try-on and test process a fun experience and it follows on from last year’s Shanghai ‘Reactland’ runners treadmill video game (see case study).
Links:
https://www.instagram.com/nike/
https://plus.google.com/u/0/+nike
Deeplocal
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