Nike’s Battle Force is an annual event across various cities in Asia Pacific and Latin America. A real celebration of basketball culture, where fans from all over compete in slam dunk contests, rap battles and dance-offs.

How could we find a way to scale and reach fans beyond the event? With the ultimate objective of spreading basketball culture.

The challenge: Whatever we solution, it had to be easily adapted in every city that hosts the Battle Force event.

The event demands a significant amount of investment on Nike's part.

Instead of just taking a few hundred fans to the event, we took the event to millions of fans.

In a format they're used to consuming every day: IG stories.

Battle Force Live, allowing everyone to be close to all the action and experience it all in real-time. For the first time they could take part in the event without being at the event.

To check out a sample of the show follow @bfl.demo on Instagram.

The objective was to use Battle Force to fuel basketball culture, but it's hard to drive culture through an event that only reaches a few hundred fans.

We needed an amplifier.

That's why we turned the event into a format.

And used entertainment as the filter to reach the masses.

Instagram was the chosen medium to truly fuel BBall culture.

Our target audience, 18 to 24-year-old inspired by basketball culture or sneaker culture, or creative self-expression were already in the platform. And in the country where the first Battle Force Live show was aired, the Philippines, they amount to 8.7 millions of IG users.

We developed a new social media format segmented like a LIVE TV show, created to broadcast the best moments from the event via IG stories. By using IG interactive functionalities it puts viewers in the control room, allowing them to choose what to watch, vote to pick a winner, shop the kicks from the crowd or get up close to the stars.

This was an innovative approach to production: The event was shot by multiple camera crews and edited in real-time, in order to be approved by the clients and distributed by 3 media partners within minutes. This approach allowed us to shoot tailor made content for each partner, whether it was music, arts or sports content.

To check out a sample of the show follow @bfl.demo on Instagram.

In Manila, the format turned an event with 800 attendees into a show for 2.6 million fans, and was later adapted in 8 markets.