Adding to its global #ChooseGo running campaign (see case study), Nike teamed up with agency Wieden+Kennedy Shanghai for a stunt that brought the globe-spinning campaign to life atop a 50m giant turning globe.
A brand athlete perched atop a huge spinning ball 50m above the ground ran constantly to ensure that the globe kept turning: the faster he ran, the faster the world turned.
The live, OOH event experience took place on the weekend and caused the people of Shanghai to rub their eyes in disbelief.
The outdoor stunt for the sportswear behemoth’s ‘Choose Go: running makes the world go round’ leveraged the launch of the international campaign and introduced Nike’s new Epic React running shoe to the Chinese audience.
To create the illusion of the runner spinning the planet, Nike China and creative agency Wieden+Kennedy Shanghai tookover the globe-shaped Metro City building in central Shanghai and then erected 5 metre high invisible screen on top to project runners who were actually running on a treadmill across the street in real time.
The speed of the earth’s rotation was linked live to the running speed of the athletes on the hidden treadmill – so the public could see live how their own running pace affects the earth’s rotation.
Nike even invited along several local celebrities, athletes and influencers to talke part oin the event: including Su Bingtian (the fastest man in China – who broke the Asian sprint record three times in two months) and Edison Chen who pioneered street fashion in China.
The names of the celebrities were projected onto the spinning planet when they ran.
The stunt was amplified across the brand’s digital and social channels.
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As well as the brand’s own live and social reach, this stunt also generated plenty of local and national media coverage: with TV channels covering the brand stunt event as a live story.
In under two hours the event was viewed by more than 2 million people online and over 2.7 million in one day.
Links:
Nike Running
http://www.nike.com/Running
https://twitter.com/nikerunning
https://www.facebook.com/NikeRunning
https://www.instagram.com/nike/
https://www.youtube.com/user/nike
Wieden Kennedy Shanghai
http://www.wk.com/office/shanghai
https://www.youtube.com/channel/UC0iyVrn3YDS20E0JM-mRBJg/featured
