Wieden+Kennedy Shanghai and Nike transport runners into a video game blurring the line between gaming and in-store product trial
Nike reinvented cushioning with NIKE REACT technology for the new Nike Epic React running shoes. It’s a shoe that combines bounciness and softness, while keeping it extremely light and durable. But how do you communicate all of these characteristics to the consumer during a 3 minute in-store trial?
Welcome to Reactland. To communicate the feeling of NIKE REACT technology, Nike China and Wieden+Kennedy Shanghai launched an immersive video game experience in store where people can trial the shoes, transport themselves into the game as the main character and enter a fantastic land populated by the soft springy characteristics of NIKE REACT. This fantastic world is populated with clouds, springs, pillows and other fun elements to metaphorically demonstrate the benefit of NIKE REACT technology.
The experience is simple: scan yourself to create your avatar, put on a pair of NIKE REACT shoes, jump on the treadmill and use a handheld button to navigate Reactland. The further you run in Reactland, the higher you make it on the leaderboard.
Players run through a floating metropolis in China, the Great Wall built in the clouds, a super soft panda land, a bubbling Fuji Mountain, a bouncy Santorini, a jumping frog in France and a slinky Tower of Pisa all the way to the Statue of Liberty – all global locations fantastically modified to communicate the benefits of NIKE REACT technology.
After participating, players receive a 10 second, highly sharable video of them running through Reactland to spread on social media. Anyone interested in the amazing NIKE REACT technology can experience it via Reactland at selected Nike Stores in Shanghai, Beijing, Guangzhou and Chengdu.
Reactland boldly challenges traditional in-store shoe trialing by combining entertainment, sharability and product education into a 3 minute experience.
Credits –
Nike China
VP Marketing: Steve Tsoi
Senior Director of Brand Experience: Simon Lee
Director of Greater China Brand Communications: Che Lin
Senior Brand Manager: Miao Wang
WIEDEN+KENNEDY SHANGHAI
Executive Creative Director: Ian Toombs, Vivian Yong
Creative Director: Okan Usta, Hesky Lu
Art Director: Josh King
Copywriter: Aier Xu
Head of Integrated Production: Sanne Drogtrop
Creative Technologist: Rhys Turner
Interactive Producer: Xiong Xiong
Producer: Fang Yuan
Tech Developer: June Xie
Senior Planner: Leon Lin
Planner: Carina Huang
Business Director: Dino Xu
Senior Account Manager: Qinna Ye
Senior Account Executive: Xueer Ren
Head of Project Management: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zhan
Head of Designers: Fish Ho
Designer: Helen Yu
PR Manager: Evelyn Hsu
External Credits:
Production Team
● Executive Producer/s: Marc D’Souza
● Producer/s: Yi Nong Dong, Martino Butti
● Project Manager/s Feodar Voloshin, Mengwei (Grace) Guo
Creative Team
● Game Director: Alexander Horton
● Creative Director: Yifei Chai
● Pixel Artists/s Gustavo Viselner, Bruno Moraes, Romain Courtois
● Game Designer: Jakub Jakubowski
● Art Director/s Karol Goreczny, Mariusz Kucharczyk
● Product Design: Yu-Chang Chou
● UX Lead: Silvia Massotti
● Designer: Mitch Fernandes
● 3D Model: Julien Didisheim
● Character Animation: Virgil Tanasa
● Character Rigging: Brian Horgan
● Sound Design: Jamie Finlay (Sound Designer)
Development Team
● Tech Lead: Andrew Oaten
● Hardware Developer/s: Christian Bianchini
● FE Developer/s: Payulina Banasiak-Pietraszek, Kostas Tsergoulas
● Head of QA: Dominic Berzins
Other Staff
● QA Staff: Tom Watson, Rozzie McCann, Adam Mingay, Evi Nathanaili,
● BE Developer/s: 31ten (WeChat integration)
● FE Developer/s: Maja Matusiak
● Tech Support: Maciej Dudek, Jorge Esteves, Ivan Tchekashkin, Cristian Bovino,
Alexandre Schnoebelen, Senthil Seveelavanan
● Producer/s On-Site: Lin (Rainie) Ma, Bei (Bella) Yu, Ming Xuan (Vincent) Zhang
● Production Assistant: Rose Hung
Post Production – Animation
Company: Dirty Robber
Executive Producer: Jason Puris
Producer: Jamie Qualtrough
Creative Director: Nick Frew
Animator: Hombre McSteez
Editor: Oliver Riley-Smith
Creative Studio: Curious Beast
EP: Colin Brown
Producer: Colin Brown
Director: Dante Zaballa
Lead Animator: Dante Zaballa
Sound design: Josh Derry