To encourage people to get active, Nike sought an intimate and personalized initiative that would take the Nike FuelBand experience beyond the app and into the real world.

We partnered to create the Nike+ FuelBox, a mobile vending machine activated with Nike FuelPoints that dispensed Nike products at locations throughout New York City over the summer of 2014. The initiative redefined loyalty programming as a truly integrated digital and physical experience. The FuelBox was designed to reward users for the sweat equity that they built each day: sweat a little, get a little; sweat a lot, get much more.

We partnered with Nike to create the Nike+ FuelBox, a mobile vending machine activated with Nike FuelPoints that dispensed Nike products at locations throughout New York City over the summer of 2014.

NikeFuel athletes were absolutely delighted by the FuelBox. The excitement of tracking the location of the FuelBox location through Twitter clues, coupled with the monetization of their workouts, was both thrilling and gratifying. Athletes began sharing photos of their FuelBox encounters and prize details across social channels. With 8 individual deployments containing 125 products, Nike distributed more than 1,000 products to reward dedicated athletes.

The marketing event resulted in press from over 30 publications and garnered hundreds of posts, photos, retweets, likes and favorites across social media. The brand's Twitter following skyrocketed, and the campaign enabled Nike to expand the reach of the FuelBand beyond the app and into the user's physical environment.

FuelBox strengthened brand affinity by reaffirming Nike’s commitment to dedicated athletes and NikeFuel.