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I want to share this
great example of how
Nike uses interactive and
immersive storytelling
in their Reactland campaign.
The Reactland
campaign was created
to introduce the Nike
React running shoes,
highlighting their comfort
and responsive cushioning.
Nike wanted to go beyond
traditional advertising
by allowing
customers to
physically experience
the benefits of the
shoes in a fun,
engaging, and memorable way.
Nike built an
immersive experience
where participants could
enter a virtual world,
"Reactland," and interact
with it in real-time.
This experience was not just
about watching a story unfold,
but also about becoming
a part of the story.
Let's talk about the experience.
Nike used interactive
gameplay and avatar creation.
When participants
entered a Nike store,
they were invited to
step into a treadmill
and lace up a pair
of Nike React shoes.
In front of them was a large
screen displaying "Reactland,"
a vibrant, animated
virtual world.
Each participant could create
a personalized avatar
that looked like them,
which was then projected into
the virtual world on the screen.
As they started running
on the treadmill,
their avatar would
begin running through
various fantastical
landscapes within Reactland.
As a runner myself,
I totally love this.
Nike provided engagement
with the environment
by allowing participants to
control the avatar's actions
by their movements
on the treadmill.
As they ran, they encountered
different challenges
and obstacles that
demonstrated the benefits
of the Nike React shoes,
such as jumping over gaps
or dodging obstacles
that emphasize the shoes'
cushioning and responsiveness.
The experience provided
immediate feedback
through visual and
audio cues, making
the participants feel immersed
in the virtual world.
This real-time interaction made
the participants feel as though
they were inside a video game,
with the React shoes as
their tool for success.
The distribution and
reach was amazing.
Reactland was
initially launched in
select Nike stores in major
cities like Shanghai,
Beijing, and Tokyo.
The experience was part of
an in-store activation,
making it exclusive
and creating a buzz
that drew people to the
physical locations.
After completing the experience,
participants could
share a video of
their avatar's journey through
"Reactland" on social media.
This not only extended the
reach of the campaign,
but also allowed participants to
relive their experience
and share it with friends,
creating organic
promotion for Nike.
Let's talk about the impact
