Nike’s new shoes combine bounciness and softness while keeping it extremely light and durable. To give this same feeling to the consumers, Nike had a unique live marketing idea called “React Land”. Nike China launched an immersive video game experience in the store, where consumers can try the shoes, and virtually teleport themselves into the game as the main character. They will enter into a fantasy land populated by the soft, springy characteristics of NIKE REACT. The game world environment was made of clouds, springs, pillows and other fun elements to metaphorically demonstrate the benefit of NIKE REACT technoly while you skip and jump like Mario game. After participating, players receive a 10 second, highly shareable video of them running through Reactland to spread on social media.
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