Ad Nut
Mar 14, 2018

Nike transports shoe shoppers into a bouncy adventure game

An in-store trial in China transforms real people into pixellated avatars in a side-scrolling adventure game.

Nike and Wieden+Kennedy Shanghai created a setup that allows shoppers to try the brand's React line of shoes, not by taking a few steps around a store but by becoming the central character in a side-scrolling adventure game that takes place on a massive video screen.

The 'Reactland' experience launched last week and is still on in Beijing, Shanghai, Guangzhou and Chengdu at select Nike Stores. It involves:

  • A quick scan that creates a video-game character resembling the real person.
  • Three minutes of running on a treadmill while using a handheld controller to jump, while the on-screen character progresses through scenes that includes clouds, springs, pillows and other elements meant to underscore the chief product benefits of the React technology: bounciness and softness.
  • Seeing sights including a floating Chinese city, a Great Wall built in the clouds, a population of pirouetting pandas, a bubbling Mt. Fuji and a Tower of Pisa that travels around in the fashion of a Slinky.
  • A souvenir animated GIF to share with friends.    

Here's an example of the GIF provided to participants:

A here's a few more shots of the setup:




Ad Nut is disappointed at the apparent lack of representation of small woodland creatures in the game. Sure, Pandas are photogenic and culturally appropriate and all, but wouldn't some tree-climbing and nut-gathering tasks make for a more engaging game? 

CREDITS

Nike China
VP Marketing: Steve Tsoi
Senior Director of Brand Experience: Simon Lee
Director of Greater China Brand Communications: Che Lin
Senior Brand Manager: Miao Wang

Wieden+Kennedy Shanghai
Executive Creative Director: Ian Toombs, Vivian Yong
Creative Director: Okan Usta, Hesky Lu
Art Director: Josh King
Copywriter: Aier Xu
Head of Integrated Production: Sanne Drogtrop
Creative Technologist: Rhys Turner
Interactive Producer: Xiong Xiong
Producer: Fang Yuan
Tech Developer: June Xie
Senior Planner: Leon Lin
Planner: Carina Huang
Business Director: Dino Xu
Senior Account Manager: Qinna Ye
Senior Account Executive: Xueer Ren
Head of Project Management: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zhan
Head of Designers: Fish Ho
Designer: Helen Yu
PR Manager: Evelyn Hsu

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.

 

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