Bring the experience and feel of the ultra-soft, ultra-springy Nike Epic React to potential customers through mobile, desktop and in-store.
Outcome
Award-winning international activation campaign, fully integrated in-store, the Nike app and Nike.com.
Impact
A 360º experience campaign, showcasing NIKE’s newest innovation through flagship stores, Nike.com and the Nike app.
360°
Experience Campaign
Strategy
The brand strategy for Nike Epic React is completely focused on creating a compelling, unique and personalized experience that gives customers the feeling of the ultra-soft and ultra-springy shoe.
The user experience extrapolates the feel of the innovative new foam used in the Nike React shoe by using metaphors as pillows, soap bubbles and space hoppers to link to the actual product. This then creates a visual experience of its soft, springy nature.
From a technical point of view, we have chosen to develop a fully responsive HTML based experience that can run as a standalone and is easily integrated into Nike's mobile app and websites. Fast and reliable, this setup allows for exploring creative limits. From an SEO perspective, it positively impacts campaign results by attracting quality traffic from search engines.
Creative
By building a customizable digital experience, potential customers could virtually explore Nike Epic React and match the shoe to their specific running style and requirements.
Visual elements varied from asking what Nike Epic React feels like (as soft as stress balls, as light as feathers, as responsive as springs) to particular running style and favorite colors.
The end result was a personalized Nike Epic React running experience that could even be named, downloaded and shared on social media.
‘The team at DPDK was consistently able to deliver outstanding proposals, with the execution to match. As one team we were able to challenge each other and keep raising the bar until the result was exceptional.’
Technology
The right technology stack is key for success. The campaign prioritized a mobile-first design experience and expanded from there to desktop and tablet. The interactive application was built for both web and in-store on the WebGL (with ThreeJS) driven platform in ReactJS.
A key feature of the campaign is enabling users to share their personalized running experience on social media. This was done on the NodeJS server.
System Integrations
Nike Commerce, Nike.com, Nike App
Tech partners
Experimenting with the right runner settings, physics and elements.
Instore interactive installations. Photography by Tom D. Morgan
Highlights
Working alongside the Nike retail and brand team.
Nike Reactor scored an 8.99 on average after being judged by over 120 members of expert juries.
