This activation was part of the Nike React launch campaign. The soft bounce of the Nike React shoe is an amazing, indescribable sensation. Nike wanted us to bring this value proposition to life for consumers. We developed activations that celebrated how the shoes feel on the feet and the difficulty athletes have when trying to put this feeling into words. The Nike React Table was created as a part of the House of Go, an immersive brand experience in Buenos Aires where consumers could learn through different activities how the Nike React makes you feel.

The soft bounce of the Nike React shoe is an indescribable sensation. For the shoe’s launch, we gave consumers a chance to express how wearing the shoes made them feel. What words can’t express, images and objects can, so we designed an interactive table with a range of playful “feels like” physical objects. Users selected objects and placed them on the React Table; then our technology generated a 3D animated GIF that matched the feeling expressed. Every new combination created a new, fun GIF that users could share with friends and family on social media.

Our target audience was very wide as the Nike React is for core runners and casual runners alike. Our goal was to encourage everyone to try out the shoes, by offering to capture their sensations. That’s why we created a simple and fun interactive tool that would attract people of all ages.

Our target audience was very wide as the Nike React is for core runners and casual runners alike. Our goal was to encourage everybody to try the shoes, by offering to capture their sensations. That’s why we created a simple and fun interactive tool that would attract people of all ages. We ran this activation in March 2018 at the House of Go, a branded experience created for the launch of the Nike React.

We ran this activation in March 2018 at the House of Go, a branded experience created for the launch of the Nike React. The Nike React Table was a fun interactive experience that let consumers express how the shoes made them feel. To participate, people just had to try out the shoes on a treadmill and interact with our React Table. Users were offered a range of physical objects designed to represent different sensations. Each user chose the objects that matched what they felt and put them on the table. The result was a visual asset composed of different elements selected by the user—a GIF they could share through social media.

Nike React Table deepened and expanded the level of interaction between the brand and users, through a different sensory experience. It gave consumers the opportunity to share their experience of the Nike React on their social networks, which amplified the impact of the launch beyond the point of sale. The activation created a memorable experience for users, which resulted in growth in sales and brand awareness.