[USAAPPS15]

2015 [app] design awards USA

mobile, web, IoT, desktop, connected devices
design champion, best studio, best start-up & IoT
plus 20 specialist nomination categories

demand design, celebrate courage

Nike Fuelbox [DRAFT]

 
Image Credit : Huge & Nike

 

Website

Twitter

Gold 

Project Overview

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.

Together, Huge and Nike 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/physical experience. The FuelBox was designed to reward users for the sweat equity they built each day: sweat a little, get a little; sweat a lot, get much more.

Project Commissioner

Nike

Project Creator

Huge Inc

User Experience

The rewards changed weekly to reflect different sports categories, so there were new items to discover every week. And to make the program even more exciting, the FuelBox moved around NYC during the summer. To find it, brand fans had to follow the @NikeNYC Twitter handle and use clues to determine that day's location.

Project Marketing

The marketing event resulted in press from over 30 publications and garnered hundreds of posts, photos, retweets, likes and favorites on 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.




This category recognises campaigns that use elements such as competitions, promotions & messaging to engage customers on the mobile channel exclusively.
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