out of the box :: The awesome world of digital

Nike Camp Victory shows us what’s fast

The more I see coming out of Nike at the moment, the more I can’t help feeling that they are currently leading brand innovation through experiences right now. Just last week, I stumbled on their house of innovation, and this week they have dropped their ‘Camp Victory’. This brand experience challenges people to partake in interactive installations that challenge them to be fast. There are other interactive things to get your hands on, like real-time data from athletes that you can manipulate and explore. What really strikes me though is the presentation on the video itself. Even for someone who was not able to attend, my take out is ‘Holy Shit! That looks cool!’. A great piece of content that once again shows Nike know how to do experiences.

Nike Golf 360 - The Nike+ For Golf

I guess it was only a matter of time before Nike began to infiltrate every sport known to man with their stat-tracking magic. The next sport to get the ‘Nike touch’ is golf. Their new social golfing platform allows golfers to track their scores, games and sessions. It includes training tips as well as the ability to film shots and compare with others. With some useful tools, and a community of players (probably) itching to socialise their experiences, I’m sure it will be a success with fans. I know I’m downloading it for the two games I get to play (and lose) annually.

Puma discount the fastest buyers

Nice retail idea from Puma in Mexico. Puma apparently have the worlds fastest shoes, so to celebrate they offered various discounts to customers in-store based on how fast they purchased the shoes. People ‘clocked in’ to start the timer and then again to end it. People could earn up to 40% off the shoes. What do you think? A nice way to drive purchase?

Cadburys get you pumped for the Olympics

To get their fans pumped for this years Olympics, Cadburys are giving them the chance to join an ever-growing parade on the streets of London through a Facebook app. Simply create a little avatar and add it to the parade of walkers. Users can personalise them using colours and props too. It’s nicely executed and has a great visual style, even if it does massively resemble a certain Uniqlo campaign from last year.

Heineken Star Player

This new mobile app from Heineken lets football fans play along with the UEFA champions league like never before. Using some sexy real-time technology, fans can predict the outcome of the match at key moments to earn points and badges. The app, created by AKQA in the UK is said to be the most complex app they have ever created, and I can see why. I imagine there is a small team on the ground running this when games are in play in a military style operation.

The idea is so simple, and if the execution is good enough and the engagement is high, this could be one of the best examples I have seen of a brand using it’s sponsorship of sporting events in a truly engaging way, while offering something free and fun for their consumers. I can see many brands jumping on the band wagon with similar apps… Olympics prediction app anyone? Come on, you know you want to.