The key challenge in successful branded entertainment is the ability to connect with the consumer on an emotional level, putting the content first and creating a holistic experience, which ultimately reinforces the brand messaging. For a global brand of Nike’s stature, this challenge is amplified by the abundance of different channels of communication and consumer outreach, each one newer and cooler than the next. Brands are constantly looking for new ways to cut through the clutter, to respect their audience’s time by delivering content that is both entertaining and utilitarian, and to find new ways of communicating through unexpected channels.

The Fuel Wall is the result of Nike’s strategic decision to opt for a physical experiential execution of branded entertainment, giving their audience the opportunity to have a one-on-one interaction with the campaign messaging, creative, and technology, and creating a sense of community around this shared physical experience.

By appealing to the audience on a personal one-to-one level, prompting them to interact with the content and reflecting their activity through the creative execution of the interactive programs, we were able to foster engagement and reinforce brand messaging.

With special attention paid to the physical size, placement and creative treatment of the wall and motion sensors in each location, the installation became a visual celebration of the event and a literal reflection of the audience’s participation, drawing obvious parallels to the FuelBand itself.

Within Nike’s campaign brief was the express task of fostering conversation and stimulating buzz around the Fuelband. Since January, the responsive Fuel Wall has grown to accommodate the audience in front of it, and the community gathering around it. Beginning as a backdrop to an intimate press event, the wall took centre stage when its interactive programs were installed at the flagship NYC store for 30 days. Finally, as Nike took over a city block in downtown Austin during the SXSW festival, the larger-than-life installation became a point of interest for thousands of people every day. Something that is at once digital billboard and generative art project.