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?
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