In recent years, not many Chinese youths actively engage in sport. To change that, Nike launched the “Festival of Sport” (FOS) event in 2011.
Our goal was to redefine Nike’s FOS in 2012 (FOS 2.0), building upon the success of the previous FOS event, while also promoting the new Nike+ product line.
Since Chinese youths love to play mobile games, we decided to “gamify” the FOS 2.0 experience. Combining the popular mobile messaging app, WeChat, with movement-tracking Nike+ technology, we implemented a points-based badge-collecting game.
To ensure participants stayed inspired and active, even after the event, we also gave them the chance to win prizes in a lucky draw, like Nike athletic gear and the chance to meet their sports heroes.
We transformed the FOS experience by combining the full spectrum of WeChat’s features with Nike+ technology.
With WeChat’s QR reader, participants could scan QR codes for Nike+ Fuel points and the opportunity to play hidden missions. We even used WeChat’s voice messaging function to guide participants, creating an immersive experience.
We also developed an original online platform (http://gow.nike.com.cn) that enabled both the synchronization of private performance data, as well as the ability to display achievements – as measured by virtual “badges” – on Nike Fuelstream and WeChat Moments. By sharing their badge on Fuelstream and WeChat Moments, participants would also, in turn, spread news of FOS 2.0 to their friends.
In just 4 days, Nike FOS 2.0 engaged nearly 22,000 participants.
Over the course of the festival, participation and QR scanning increased rapidly. From Day 1 to Day 4, the number of QR mission scans grew from 1,256 to 11,999, nearly tenfold. Meanwhile, the number of QR activity scans on Day 4 was almost 18 times the number of QR activity scans on the first day, rising from 456 to 7,997.
By engaging and digitally connecting participants, this year’s “Festival of Sport” fully captured the spirit of NIKE’s “GAME ON, WORLD” campaign. A combination of cutting-edge technology and physical movement, the WeChat game innovation ignited participants’ curiosity and passion for sport—not as spectators, but as athletes.
And by sharing their badge on Fuelstream and WeChat Moments, in turn, they would also spread news of FOS 2.0 to their friends.