WINNER
Nike Strike Night
XYZ
Nike’s debut Strike Night was an audacious live experience featuring Europe's top six elite football goal-scorers going head-to-head in the ultimate penalty shoot-out, combined with a one-hour Facebook Live show.
Dubbed "Fight Club for football" by lead agency XYZ, which designed and built the set as well as running the event on the night, Strike Night was intended to transform the launch of the Nike Hypervenom 3 boot into a cultural moment while creating the highest level of digital engagement among target audiences including football-obsessed teens.
Inspired by the NBA dunk contest, XYZ created Strike Night in a secret underground London location, welcoming 400 invited guests to be a live audience there, alongside almost half a million live viewers via Facebook Live.
Striking activation
Going head-to-head to be crowned champion, the footballers had to score high or go home, with results measured by the world’s first full-size, fully interactive LED goal, the most intelligent goal ever, designed in close collaboration with AKQA and Another Space, part of United Visual Artists. The strikers were judged pitchside by Nike Football legends Ian Wright and Didier Drogba, while the global Facebook Live audience had their say via emojis and Facebook reactions.
Live comments and reactions drove the engagement, pushing the event up the feed as fans reacted on every battle, through the real-time Facebook poll functionality. Each player was allocated a reaction emoji, with the audience encouraged to vote for the athlete with most the impressive finishes.
At the end of the battle, the athlete with the highest number votes received a 500 point bonus, putting the power in the hands of the audience. Within 24 hours, more than 2.7m fans had watched the Facebook Live broadcast, while live content outside the broadcast reached an incredible 10 million views.
Highly commended: Walkers 'Crisp Sarnie Club' - World of Initials
Imagine happening across a standard newsagents in London and discovering a secret tunnel leading to a barmy café dedicated to one of the greatest British culinary delights – the crisp sandwich. Walkers and Initials created exactly that experience at an unassuming London Bridge newsagents, where upon utterance of the secret phrase "I’m barmy for sarnies", the newsagent moved a giant crisp-packed shelf allowing members of the public entrance to crisp heaven.
Created to promote Walkers' six limited-edition "sandwich flavours", in partnership with Heinz, the café was adorned with crisp-related art and memorabilia, plus a Grab-and-Go section to ensure every flavour could be sampled. The menu allowed guests to create their own bespoke crisp sarnie, which had our judges licking their lips at a campaign that they described as "sheer joy – what some of the best experiential campaigns should evoke".
Finalists
- Adidas Tango League, Iris Worldwide
- Crossy Roads, JWT Live
- Dolce By Ferrero Rocher, TracyLocke
- Ribena Colouring Café, TRO & Brass
