Branded Entertainment in the context of live sporting events in China is dominated by the conventional 1-1 live streaming broadcast which garners an audience of passive spectators. We saw the opportunity to bring forth a new socialized sports event experience turning our viewers into highly active participants. For NIKE’s Festival of Sports event, we created an unparalleled brand experience to motivate kids to participate in sports.

We equipped our kids online with our LiveCast dashboard giving them the abilities to instantly navigate through the entire Festival of Sport seen through our various onsite cameras – from all-access VIP ‘chatheletes’ – putting our kids front and center to engage with NIKE’s top global athletes to first-person POV athlete cams. We put our kids in the director’s seat to navigate and create their own personal Festival of Sport experience based on their personal interests and passion points of sports – all with just a touch of their fingertips.

Our results proved the power of our idea. ‘The Best Seat in the House 2.0’ viewership in just a span of 4 days topped out at over 4.6m, shadowing the number of our onsite attendees of 100,000.

Our kids, who immersed themselves virtually in the Festival of Sport, spent an average of 56' viewing and navigating around, up 11 fold from 5' in the previous year. Social performance also rocked - in 4 days we made 400 posts - total outreach for these posts hit 25m. Also, fun moments were shared every second during the Festival of Sport – the hashtag we specifically created for Festival of Sport was used over 66,000 times by our community.