Category: Live Communication

Nike Air Digital Installation

A Nike Air shoe hovers above a levitating platform in-store. The installation makes “Air” physical. The shoe looks suspended, and the display behaves like it is defying gravity.

The idea. Bringing “Air” to life

This digital installation for Nike, by +Castro and BBDO Argentina, turns the Nike Air story into something you can experience in a store. A levitating shoe platform suspends the new range of Nike Air shoes and makes the benefit feel real, not claimed.

How it works. Blow to race

The twist is that the experience is not limited to the store. If you are in-store, or even online at The Nike Air Show, you get to race the Nike Air shoes live by blowing into a microphone. The installation reads the volume of air you blow and translates it into power for your Nike Air Race.

Why it works. In-store plus online, one mechanic

The activation keeps the interaction simple and intuitive. Air in. Speed out. It also connects two environments that are usually separate. A physical point of sale moment and an online experience. With one shared mechanic.

A few fast answers before you act

What is the Nike Air digital installation?
A levitating shoe platform in-store that suspends Nike Air shoes and turns the “Air” benefit into a physical experience.

What is the interactive element?
A microphone-based mechanic where people blow air to generate power for a live Nike Air Race.

Where does the race happen?
In-store, and also online at The Nike Air Show.

Who is behind the work?
+Castro and BBDO Argentina.

What is the transferable pattern?
Make the product benefit tangible, then use one simple input to connect the in-store moment to a parallel online experience.

Facebook integration at the Coca Cola Village

A teenager enters Coca Cola Village in Israel wearing a wristband that carries their Facebook credentials. Each time they swipe at an attraction, their Facebook status updates instantly with what they are doing. The village behaves like a live social feed, powered by real-world actions.

The activation. Turning an event into a live Facebook layer

Publicis (E-dologic) and Promarket develop an experiential event for Coca Cola Israel that syncs everyone who participates with their friends on Facebook in real time.

How entry works. Caps plus friends

The Coca Cola Village 2010 event runs through Facebook. Teenagers collect 10 Coca Cola caps, plus eight friends who do the same. After registering online through Facebook, they receive exclusive entry.

How the wristband works. Swipe to post, shoot to tag

At the Coca Cola Village, participants set up a special wristband designed to securely hold their Facebook login and password. Every swipe triggers an immediate status update about what they are doing at the event, keeping friends up to date as it happens. The wristband also enables automatic tagging of photos taken at the village.

The scale effect. When participation becomes publishing

The event holds 650 teenagers a day. With seamless Facebook integration, they generate 35,000+ posts per day across three days, totaling 100,000+ posts for the event.

Why this works. Social actions move from screen to space

This is what “integration” looks like when it is not a logo on a wall. The social network becomes a behavior layer inside the event. The wristband reduces friction, the swipe makes publishing physical, and the photo tagging closes the loop by spreading proof of participation back into the feed.

A few fast answers before you act

What is Facebook integration at the Coca Cola Village?
An experiential event in Israel where an RFID-style wristband connects on-site actions to real time Facebook posting and photo tagging.

How do people get access?
By collecting 10 Coca Cola caps and eight friends who do the same, then registering through Facebook for entry.

What does the wristband do?
It securely holds Facebook login details and posts instant status updates whenever participants swipe at attractions. It also enables automatic photo tagging.

What is the reported scale of social output?
650 teenagers per day, generating 35,000+ posts per day across three days for 100,000+ total posts.

What is the transferable pattern for brands?
Make social sharing an outcome of physical participation, not a separate step. Reduce friction and tie posting to clear, repeatable actions.

Dirty water vending machine

What if someone bottled the water that millions in developing countries drink every day and offered it on the streets of New York?

For just a buck, during World Water Week (March 22-29), New Yorkers in the Union Square Park area were able to enjoy the benefits of Dirty Water. It was available in a wide variety of choices like Malaria, Cholera or even Typhoid Dirty Water — and currently has 900 million consumers.

New Yorkers were startled to find Yellow Fever or Hepatitis Dirty Water bottles. They looked at the vending machine in disgust. Though no one drank Dirty Water, many did donate to the cause. This idea of “selling” dirty water was inspired by UNICEF’s promise that every dollar donated would provide safe drinking water to 40 children for a day.

This eye-opening Dirty Water initiative from Casanova Pendrill New York is still active since people can continue donating online at tapproject.org or via text message. Text TAP or AGUA to UNICEF (864233) to make a $5 donation.

Dirty Water is not an actual product, but a real problem for millions of children around the world!