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 its long term creative partner Wieden+Kennedy Shanghai launches 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.