Nike wanted to create and curate an intense two day competition experience. The aim was to process content from three FuelBand ‘millionaire’ influencer users to showcase product benefit. The ultimate epic host city was Rio de Janeiro.
Fan empathy is intensified through watching authentic and real experiences over staged broadcast leading to increased share and consideration.
We curated a two day action-packed adventure across Rio, during which each influencer had to earn as much ‘NikeFuel’ as they could within 48 hours.
The raw emotion and excitement of their experiences was captured through POV cameras to allow viewers to feel part of the action. They played ‘futebol’ on Ipanema beach, jumped into helicopters, partied in the famous Lapa district and got thrown off a mountain on paragliders, ending the experience at the immersive Nike Phenomenal House with a chance to meet LeBron James. It was epic.
Our local knowledge from the Ear to the Ground Rio office allowed us to successfully arrange a seamless Nike adventure that pushed the influencers and the product to the max. We created an intense itinerary which the FuelBand fans loved and resulted in us, and them, capturing some fantastic, authentic content for Nike to seed throughout their summer campaign. They instantly shared posts of their experience, which was then followed with the pro-edit, which documented every inch of the mind-blowing adventure.
A seamless epic 48 hour Nike adventure that pushed the influencers and the product to the max.