WTF 4.0 —React on W+K Nike’s React Land
Test out sneakers. Run on a treadmill. Play a virtual game. Put them all together and you get, Nike’s Reactland in Shanghai. Teaming up with Wieden + Kennedy, Nike created a digital world where visitors could become a part of a “Super Mario Brothers” type running, jumping and climbing game with their newest flyknit running sneakers, “EPIC REACT”.
Visitors to this experiential pop-up world put on the sneakers, grab a controller and hop onto a treadmill to start the game with a 8-bit character version of themselves. With various wordly content ranging from the Pyramids in Giza, bullet trains in Japan and the Great Wall of China the average treadmill run was transformed into an interactive and memorable game. To complete this whole experience, visitors got a copy of their runner’s adventure sent to them, to which could then be easily shared and spread.
Who wouldn’t want to try a real life video game and also fall in love with some new pair of sneakers at the same time? Have fun, get active and Just Do It.
What Valery Thinks: The people react well to unique experiences like this and comes to show that there is a way to create experiences for products as well. Following our Educational post on Sampling, you understand that this experience allowed people to sample the sneakers in a fun and unique way. By making the experience sharable they were able get people to spread the world and build more hype. In this generation where everything is becoming digitalized, this campaign was spot on!
Check out their video to see more.
Source: https://www.linkedin.com/pulse/nikes-cheat-codewk-jarrod-white-mba/
