The new Nike Hypervenom 3 is being marketed as the “ultimate finishers football boot,” and to put it to the test, Nike created the “Strike Night” campaign to herald the launch of the all black boots with a head-to-head finishing competition between world class strikers in London. This huge cultural experience took the finishing prowess of some of the world’s best goal scorers and combined it with the attitude and energy of the London Grime scene. It was broadcast live globally on Facebook and played out in front of 500 spectators who were a mix of London’s most influential football and music tastemakers and youth.
AKQA created the centre piece of the event; the world’s first full-size interactive LED goal. It was programmed with bespoke animations triggered by an array of 16 motion sensor cameras which tracked the exact placement and speed of strikes as they rained in on goal. Winners of each athlete battle were decided by a combination of three factors: the accuracy of the strike as measured by the goal, a judging panel, and Facebook live voting. Judges included Premier League legends Ian Wright and Didier Drogba, along with Grime artists AJ Tracey and Santan Dave. From the six athletes that went head-to-head, Portuguese international André Silva emerged victorious to lift the boxing-inspired Strike Night belt.
“I can’t believe how cool it was. I felt like I was in a video game with the digital goal” Manchester United forward, Marcus Rashford
Working closely with Nike, AKQA orchestrated the full broadcast and event experience, from social media to the physical on-site event installations, alongside production partners XYZ, Limelight, Another Space and Groovy Gecko. AKQA designed a run of show and media strategy that tapped into the massive reach of both competing and non-competing Nike athletes’ and cultural influencers social channels, whilst leveraging retail and media partner channels. This combined resulted in 2.3 million viewers (and counting) tuning in.
For Nike, Strike Night represents a bold new approach in how it engages its football audience – the event and content plan embraced the chaos that comes with a proliferation of live channels, sparking a huge burst of energy that dominated feeds and got millions of eyes on the boot (700m impressions) in the context of its positioning – the boot of the lethal goal scorer.
“Strike Night was a perfect example of how a live brand event can be amplified by collaboration and clever use of technology” Will Mould, MD of XYZ