The HBL (High School Basketball League) is one of Taiwan’s most popular sports event, there are many brands were trying to jump on the bandwagon and the stadium would be saturated with competitor's advertising…not to mention every fan arrives in “Skip Ad” mode, so Nike wishes to create a new way for young fans to interact with the brand, maximizing the exposure and preference.

The HBL (High School Basketball League) is one of Taiwan’s most popular sports event, there are many brands were trying to jump on the bandwagon…not to mention every fan arrives in “Skip Ad” mode, so Nike wishes to create a new way for young fans to interact with the brand, maximizing the exposure and preference.

We discovered a magical time slot never before charted by any commercial sponsors.

The 60-second time-outs during every game, it’s a pause that too short and unpredictable for sponsors to use. When the game stops, the fans are fidget, check their phones, look around.

But they don’t dare leave their seats… so we created the "60-SECOND CAPSULE TOY MACHINE", a flash interaction designed to fill the void of time-outs that connects with all fans at the same instant for their chance to score prizes.

To make full use of the 60-second breaks and maximize the impact, we used to tool of smartphones that everyone would have at hand to invite all the fans to join and win HBL themed prizes.

We combined the HBL team mascots with popular elements in the local Taiwanese youth culture, turning every phone into a game of chance capsule toy machine. Fans can win prizes of HBL mascots chat stickers and Nike fan gear.

Each basketball game consists of 4 quarters, where the activation would take place during the first time-out of every quarter. A Bluetooth notification will be sent to all the phones within a fixed diameter when a time-out is called, as stickers on every seat handle and the jumbotron in the stadium guided the fans to join.

As 60 seconds is indeed a very short time slot, we created a virtual capsule toy machine that incorporates the HBL team mascots, so that the fans can easily understand the mechanism and be attracted by the content design, avoiding the possibility of giving up on participating due to difficulty in understanding how it works.

• Over 40,000 games played in 2 days

• Nearly half the stadium connected with the brand

• 35x growth in engagements compared to Nike’s HBL sponsorship at the HBL previous year