Nike puts footballers into virtual snakepit to promote new boot

The boot, though introduced worldwide in May, made its debut this month in Southeast Asia. The 'House of deadly' game appeared for four days at Bangkok's Parc Paragon.

The arena was outfitted with motion-detection and projection-mapping technologies to make the game possible. Players faced a maximum of five increasingly difficult levels. To stay in the game players had to control the ball and avoid laser-driven ‘defenders’, which took away agility points if they touched the ball. The game ended when the player ran out of agility points, ran out of time or completed level five. Players received a memento recording their accuracy and agility score.

BBH developed the strategy and creative concept, and worked with interactive AV provider Arstic Audiovisual of Spain and UK motion-graphics specialist FutureDeluxe to bring the experience to fruition.