Nike taps into the age old instinct of competition to launch its Fuelband in Europe
Lucky invitees, including competition winners, the most active athletes from Nike events this year, and Contagious, went to Battersea Power Station on 8th July. All attendees were sporting FuelBands – the brand’s Titanium Grand Prix winning product that tracks steps, calories and activity, calculating Fuel – Nike’s proprietary measurement.
The audiences’ activity was fed back, as they watched performances by Tinie Tempah, DJ Zane Lowe and Magnetic Man. The amount of activity generated powered interactive projections on the outside of the venue – the more the crowd moved, then more energetic the projections became. Inside the iconic power station, boys were pitched against girls as the audience competed to see which group was the most active.
Girls claimed the title on the night itself, but the wider interest lies in the potential that FuelBand opens up for Nike, not only in terms of partnerships but also interactive events such as this, which allow the brand to reward and engaged its most dedicated fans.
Via: Contagious Magazine