Nike's Holographic Tour Scores With Football Players - Event Marketer

Nike’s Holographic Tour Scores With Football Players

EDTA 2016_SingleTechB2C_Nike
Brand: NIKE
Agency: ON BOARD EXPERIENTIAL MARKETING
Awards: EXPERIENCE DESIGN & TECHNOLOGY AWARDS — BEST USE OF A SINGLE TECHNOLOGY (B-TO-C)
Year: 2016

Holograms have been part of the entertainment toolkit since the Tupac reveal in 2012, but rarely have they been used to successfully reveal and market a product. Until Nike’s Locker Room Unveil event in August 2016. The event was designed to excite and energize local high school football players with a personalized experience during the opening of The Star facility—the Dallas Cowboys’ new world headquarters in Frisco, Texas. And while Nike could have simply sponsored a tour of the facility, the brand used the experience to surprise the athletes with new team jerseys in the new Nike Texas Tested locker room.

For the event, Frisco’s Independent School District football teams explored the Cowboys’ new home turf and were among the first to walk the field in the 12,000-seat stadium. Nike representatives led the players, coaches and support staff through the new locker rooms, all customized by the athletic shoe and apparel company. Big, bold signage above the lockers read “We are Texas tested” and “Go take it.”

Yep, this was no simple tour. As the players looked on in the locker room, a custom hologram on a mini stage revealed each team’s new color rush uniform from Nike. Amid white and blue flashing lights and electric beats at one end of the locker room, a 3D image of the Nike logo spun in a circle. Then, it disappeared and a hologram of a football player rose up showcasing the teams’ new jerseys as Drake and Future’s “Jumpman” played. Compared to other hologram activations we’ve seen, this one was intimate and let the players feel like total athlete rock stars. As a result, Nike saw 13,000 social media engagements generated from the 400 in attendance. Each person triggered engagement from an additional 32.5 people. Touchdown.

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