Image Credit : Huge & Nike
Project Overview
To encourage people to get active, Nike sought an intimate and personalized initiative that would take the Nike FuelBand experience beyond the app and into the real world.
Project Commissioner
Project Creator
Project Innovation/Need
Together, Huge and Nike partnered to create the Nike FuelBox, a mobile vending machine activated with Nike FuelPoints, that dispensed Nike products at locations throughout New York City over the summer of 2014. The initiative redefined loyalty programming as a truly integrated digital/physical experience. The FuelBox was designed to reward users for the sweat equity they built each day: sweat a little, get a little; sweat a lot, get much more.
User Experience
The rewards changed weekly to reflect different sports categories, so there were new items to discover every week. And to make the program even more exciting, the FuelBox moved around NYC during the summer. To find it, brand fans had to follow the @NikeNYC Twitter handle and use clues to determine that day's location.
The marketing event resulted in press from over 30 publications and garnered hundreds of posts, photos, retweets, likes and favorites on social media. The brand's Twitter following skyrocketed, and the campaign enabled Nike to expand the reach of the FuelBand beyond the app and into the user's physical environment.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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