To create an immersive product experience that would inject hype and intensity into the global launch of the Nike Hypervenom boot.
One of Nike’s main objectives in the build-up to the World Cup 2014 was the launch of the new Hypervenom football boot, designed with the help of Neymar and Wayne Rooney. Ear to the Ground focused on capturing the essence of the product to build on an intense TV commercial which featured computer generated predators morphing into the boot.
To demonstrate the ‘Deadly Art of Attack’ we created a branded gladiatorial style cage environment where the nation’s most promising ‘Football Obsessed Teens’ could battle in a knockout to the death.
We found and transformed a derelict chapel in Central London into a dark, atmospheric venue, rigged with sound effects, lighting and disorienting walk-ways all against the backdrop of an ominous post-industrial set. The centre-piece was a ‘scorpion cage’ with an aggressively lit pitch with a DJ ‘pulpit’ high above the goal.
Guests were taken on a brand journey throughout the event, including a uniquely designed basement area where they could learn about product, customize their Nike boots, and connect with Nike ambassadors. The final experience was a chance to meet their heroes and World Cup participants Christian Benteke, Daniel Sturridge and Danny Welbeck who also presented awards to the winning team. The finale saw (London based rapper) Giggs perform to the frenetic crowd.
Over 250 attendees witnessed the true deadly power of the Hypervenom boot with 30 of the most influential ‘Football Obsessed Teens’ designing their own NikeID Hypervenom product with the help of world class athletes.
The overall activation received a fantastic response from all football lifestyle media as well as getting front of mind coverage across Nike.com. This was consolidated with influencer postings via Twitter and Instagram to over 650,000 with #hypervenom creating 16,587,874 impressions during the night.
In summary, Ear to the Ground helped Nike revolutionize how football can be presented engaging core fans and influencers and lighting the fuse of excitement that takes the brand to Brazil 2014. It was a deadly launch for a world class product.
Check out the wrap up video from Soccerbible, one of the selected media partners attedning the event >