Everywhere

Imagine what it would be like to play your favorite sport without the gear that goes along with it… How far could you kick a ball in the second half of a football match with bare feet? How fast could you run a 10(K) if you had to run a course on cobbles? Can you dunk on the basketball court? And, where would you actually want to practice yoga -- the front of the class? Everywhere is a completely digital campaign designed to drive general awareness of Nike’s new online store. It is the first component in a series of campaigns designed to first, drive awareness and then activate niche groups of consumers who are online.

Each of the mocumentary style videos is rooted in a series of actual sport insights in order to resonate with athletes of any ability. We wanted to ensure these videos had maximum pass along value in order to be at the heart of the mass of conversations happening online in blogs, forums, social networks, email, IM, video sharing etc. Our philosophy is that we must “give back” to our online communities in order to earn an invitation into their conversations, rather than trying to “buy our way in”. At all costs, we wanted to avoid advertising to these groups and wanted to be a part of the action by infiltrating the medium in a different way.

Everywhere Microsite

The second component of Everywhere is a microsite embedded into the store architecture. To keep site metrics clean and to be able to facilitate pass along, we hosted the vide clips on the microsite. Knowing there was an opportunity to generate sales even though the campaign focus was on awareness. There were two main paths of navigation, one was to the store and the other was to enable sharing. Finally, as a third tier possibility for the microsite was to run a contest that would extend the life of the campaign while building the store database.

Microsite homepage:

Choose the video you want to watch

Video clip landing page:

Select the gear you want to buy, navigation leads right into the store for the product category you selected.

Store category product gridwall

Video clip landing page:

Download video options

Video clip landing page:

Navigate to other videos




Queue

For the most part when we think of lines we think of waiting for something dull or dreary like train tickets or in the check out but there are fun exciting reasons to queue!
• A secret gig by your favorite band.
• Apple fanatics sleeping outside a new Apple store hoping to get the latest swag in a limited edition lucky bag.
• Gaming nerds waiting to get their hands on the latest console before anyone else.
• Harry Potter fans waiting for the midnight release of the next book.
• Meeting your favorite celebrity.
These lines are fueled by the passion for the band, brand, person, gear or book. Nike commands that type of brand passion, and to capitalize on that, we’ve created the first online queue outside an online store!

Queue Overview:
The online game starts with people joining the queue at the back. In order to save your place in the line, you must play gamelettes at regular intervals -- of course there are sleeping breaks! As people fail to keep their place in line, you advance, but the same could happen to you. Only the dedicated make it to the end of the line…

Avitars have human-like qualities, but are not people. Every part of the character can be customized by stretching, skewing, shortening and lengthening body segments. They create a queue of uniquely individual characters. The avitars can move and blink based on maths in order to achieve the most realistic and natural athletic movement during waiting time in the line as well as during gamelettes. When players arrive at the game microsite they fill out detailed demographic consumer information and create their avitar.

After the game starts and the line progresses, avitars move through new environments like a patchwork quilt of terrain. Both local and global views are shown of the Queue. Players can make their avitars move, jump, look around blink etc. while they’re waiting in line to pass the time by simple keystrokes. Characters can also interact with each other by expressing emotions.



The global view of the Queue is able to be seen by anyone visiting the site, including the entertainment along the way. Vintage Nike ads play periodically as well as guest appearances by athletes. Signed product is given out during the game to lucky players, too!



Local view of the Queue shows stats like what number in line you are, timeframes for gamelettes, your character’s emotional state and all other editable information.

Gamelettes are simple games that are played within timeframes to keep player’s spots in line. Gamelettes change and are not repeated.



Finish Line:

What happens if you’re one of the lucky ones who makes it to the end? You become one of the VIP members for Nikestore.com. Pop up exclusive stores arise periodically and feature special product, limited edition items as well as sneak peeks. Those who, in their game registration, express interest in specific fields of play: football, running, tennis etc. are invited in to see and shop the special products that are featured in the store. For those who aren’t part of the lucky few who “win” there is a tiered prize structure that gives something to everyone who plays.