Nike’s new Epic React shoe combines bounciness and softness, while keeping it extremely light and durable. But how do you communicate all of these characteristics to the consumer during a 3 minute in-store trial?
Welcome to Reactland, an immersive video game experience where people can trial the shoes, transport themselves into the game as the main character and enter a fantastic land populated with clouds, springs, pillows and other fun elements to metaphorically demonstrate the benefit of NIKE REACT technology.
The experience is simple: scan yourself to create your avatar, put on a pair of NIKE REACT shoes, jump on the treadmill and use a handheld button to navigate Reactland. The further you run in Reactland, the higher you make it on the leaderboard.
Players run through a floating metropolis in China, the Great Wall built in the clouds, a super soft panda land, a bubbling Fuji Mountain, a bouncy Santorini, a jumping frog in France and a slinky Tower of Pisa all the way to the Statue of Liberty – all global locations fantastically modified to communicate the benefits of NIKE REACT technology.
