#01

Nike

Strike Night
Branded Experience
Key metric

Connected Experience Index Score [1]

42,787

Awards

Campaign Event Awards

Brand Experience B2C Highly Commended

Campaign Event Awards

Integrated Marketing Campaign Winner

Agency

XYZ, AKQA, Groovy Gecko

Connected Experience Index

Amplification score – 633 (#ranking: 1)

Sentiment Score – 68 (#ranking: 7)

Connected Experience Index

Amplification supercharge score – 1240% (#ranking: 2)

Sentiment supercharge score – 118% (#ranking: 5)

Striking Activation
Intended to transform the launch of the Hypervenom 3 boot into a cultural moment, Nike debuted an audacious live experience, Strike Night.

Nike Strike Night brought together eight of Europe’s best strikers in a head-to-head battle broadcast to the world via Facebook Live. Held at the secret underground London location of Collin’s Music Hall in Islington, it featured the world’s first full-sized interactive LED goal for a knock-out competition to crown the world’s best striker and ultimately promote the new Nike Hypervenom 3 football boot.

The experience directly engaged an audience of football-obsessed fans by inviting them to be a part of the action and help shape the result of the competition – the score from the digital goal and official judges was combined with votes from the highly-engaged Facebook Live audience. In the run- up to this first-of-its-kind event, Nike and the players built momentum through Snapchat, Instagram and Instagram Stories.

A stadium-style atmosphere was created for a 400-strong crowd of invited guests including sports Intended to transform the media, football fans and music/sport tastemakers, 2.7 million fans who viewed the content within the first 24 launch of the Hypervenom 3 hours got to enjoy the huge burst of energy and debate sparked on social media.

The LED goal responded with bespoke animations triggered by each sensor, amplifying the visuals and experience, not only for the viewer but for the striker - Marcus Rashford said ‘ I felt like I was in a video game’.

Strike Night succeeded in transforming a traditional product launch into a cultural moment. The experience was anchored to the emotion of the great game and the feeling of scoring or witnessing an incredible goal. The campaign generated a combined social media reach of over 700 million, plus global newspaper and TV coverage.