For the launch of the new Nike React running shoes, we hacked in-store trialling and wired up a game played by running. ‘Reactland’ is an immersive experience installed in stores around China where shoppers would run on a treadmill and become the heroes of a game. Players would control an avatar of themselves running through a fantastical land that represented the attributes of the shoe (soft, light and bouncy). Players would leave the experience with a 10 second video of themselves running through ‘Reactland’ to share on social media.
The game was originally installed in Beijing, Shanghai, Chengdu and Guangzhou where 48% of players, bought the shoes. It was later adapted for Berlin and Dubai markets with new animations.
FWA of the Month // FWA People's Choice Award 2018.
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