Branded entertainment in Japan is usually based on celebrity endorsement and doesn't add much meaning to the product or brand.

Our goal was to develop a branded entertainment experience born out of the ultimate flexibility and sense of freedom you get when running in a pair of Nike Free shoes. Executed in a way that pushes the boundaries of innovation, even for an experimental and tech-savvy country like Japan.

Three weeks prior to the event we began teasing that Nike was creating the world's largest set of turntables. This was done through tactical PR and Nike owned social properties.

Then, a week and a half before the main event, we acknowledged the existence of the turntables and began a heavy event recruitment plan. We created a series of concert-inspired posters that were distributed to clubs, cafes, record stores and traditional paid outdoor. We also utilized Nike athlete social channels, created a premium access ticket contest online, had a presence in the brand's premium retail spaces and harnessed the run club community.

A near-capacity crowd of 1,300 spectators showed up on a rainy night to see the turntables in action.

15,266 live broadcast viewers online.

6,000 tweets with #gunyari were tweeted from the beginning of the activation until the release of the final content.

Almost 700,000 YouTube views of the Gunyari Battle film.