Nike enlisted RadicalMedia to promote the launch of the Fuelband, a wrist band that allows users to earn “Fuel” for everyday activities. The goal was to amplify the product function and benefit, interact with their audience on a personal level, and foster conversation and generate buzz around the Fuelband.
We focused on turning everyday life into a sport and humanizing the technology behind Nike’s newly created activity metric.
We created a larger-than-life interactive visualization of people “fueling up” through the invention and production of the FUELWALL.
When people walked, jumped, or simply waved their arms in front of the wall, our sensors read their motion and changed the wall’s LED colors from red to green, associating the activity with powering up. The green lights would stay for a moment before gradually changing back to yellow and then red. Any new movement would light up the wall in green once more, creating a dynamic visual engagement with the users, similar to that of the Fuelband.
First introduced at an intimate press event, the FUELWALL took center stage when its interactive programs were installed at the flagship NYC store for 30 days.
Next, as Nike took over a city block in downtown Austin during the SxSW Festival, the larger-than-life installation became a point of interest for thousands of people every day.