Nike has launched an interactive bus shelter campaign promoting King of Trainers, its new mobile web and Facebook platform in conjunction with JD Sports. Designed and developed by R/GA London, King of Trainers is a digital commerce platform that gives JD Sports’ customers exclusive access to Nike gear.

The interactive bus shelter campaign, produced by Grand Visual, features this summer’s “Sport” Pack consisting of four new trainers that measure performance metrics and transmit information to the user’s phone. The touch screen bus shelters allow commuters to watch videos and select and explore different trainers to find out how they work.

The more players interact with the platform online at, the more points they earn, increasing their chance to be crowned ‘King of Trainers’ for their city, and win exclusive Nike gear, offers and tickets. The campaign runs across Clear Channel iD6 bus shelter screens across London from 9th July.

As part of the “My Time Is Now” campaign from Wieden+Kennedy, Nike launched an innovative digital out of home push designed to tap into the nation’s obsession with England’s progress during the Euro 2012.

Before the England squad was announced, iD6’s declared “the next wave are here” and featured 5 ‘New Masters’ – young players that participants could read about and then cast their votes for who should make the England squad!

On the day the England squad was announced, the new Nike sponsored youth players that made the cut were heavily promoted across the UK’s full range of digital OOH assets in a linear campaign cementing the My Time is Now concept.

During the tournament, Nike ran tactical copy featuring the Nike sponsored players and heroing their achievements within seconds of the end of each England game. On the 17th June, Nike also hailed Rooney’s return to the side by running a slow motion panning shot of Rooney’s eyes, the same image fronting the print campaign which ran on the cover of national newspapers.

My Time is Now was Nike’s most successful football campaign ever. Digital OOH was the one consistent media channel – introducing, supporting and celebrating the New Master’s throughout the tournament in a dynamic, tactical and interactive way.

Created by Wieden+Kennedy, Grand Visual provided tech consultancy and production and built the interactive elements including live score board. The campaign was planned and booked by Mindshare and Kinetic with all tactical copy delivered via OpenLoop, the live digital OOH campaign management dashboard.

Nike launched a special leap year campaign “an extra day to #makeitcount” which ran on Nike Town in-store screens and on XTP screens across London Underground. Created by Wieden+Kennedy and produced by Grand Visual, the execution was based around a live 24 hour countdown on the 29th February and enticed people to tweet in about how they were using their extra day to #makeitcount.

The digital out of home activity was planned and booked by Mindshare and Kinetic and supported a broader campaign which saw Nike take over the EDF Energy London Eye – hosting NTC classes in each capsule. To celebrate this Leap Year and inspire people to #makeitcount in 2012 Nike also challenged the whole of London to make the most of the extra day at London’s Southbank which saw over 300 runners hit the streets and included a 3-on-3 basketball tournament.

Nike BOOM Digital OOH Campaign

Nike has instigated a digital outdoor campaign to promote 4 new football boots launching this season. Two separate executions have been devised to promote the advantages of each boot. On the Westfield Spectacular, a 20” execution features all 4 boots hanging in the locker room and states “4-0 Before Kick off.” Each football boot is then featured in an animated sequence that explains the advantage of each specific style. The Mercurial is designed for speed for example and the CTR360 for control. The end frame cuts back to all 4 boots hanging in the locker room with the call to action “Take every advantage” branding and url

The campaign also plays on Digital 6 sheets at the Westfield Centre where the creative features the boots and alongside the associated football player. For the Nike Total T90, Rooney is pictured holding the football boot and standing in a boxing pose with the strapline “Be the weapon not the target” and for the CTR360 Iniesta is featured with his arms crossed and the strapline is “Meet the new boss. Take advantage of control.”

The activity runs at Westfield London for two weeks followed by Primevision screens located on Glasgow’s Subway Network.

Nike launched a DOOH campaign tied to the UEFA Champions League final between Man United and Barcelona. The campaign ran across several different outdoor networks and formats including in-store screens at Nike Town. Working with Wieden+Kennedy, Grand Visual produced the campaign which featured a player from each team battling it out to dominate the spot.

Players and copy changed daily kicking off with Rio vs Puyol and the strapline “Lead the charge,” followed by Evra vs Abidal and “Defend by attack,” Hernandez vs Pedro “Strike with fear,” Park vs Busquets “Chase victory not fame.” On match day the creative featured Rooney vs Iniesta “Conduct then conquer” followed by “Glory is ours” and Nike branding.

Each team’s colours and typography was also part of the battle to take over the other team. On the DEP execution the teams were split across the escalators with Man United players on one side and Barcelona on the other, before the struggle ensued with players encroaching on the other side’s screens. The copy changed immediately after the match on Saturday to feature the winning team alone and the “Glory is Ours” slogan.