Nike NTC Tour 2016 Live activation.

How we brought 3000 girls together for one epic Nike workout day.

About the project.

Nike+ Training Club is the world’s biggest fitness movement. The app is designed specifically so women can get fit and get strong, anywhere and anytime.

N+TC Tour is this global community brought to life. In Sydney, Melbourne and Auckland, it’s more than 3000 girls coming together for a full-day fitness festival.

The Tundra team were tasked with a big job: to create an innovative digital journey the girls would follow from pre-registration, all the way through to event day. One that excites, amplifies and creates amplified moments across social.

 A FOMO-creating registration site

Firstly, we created a dynamic and responsive site to support pre-sale registration for the three events. More than just a registration site, we gave girls the chance to rally their friends, form squads, set goals and shout them to their social networks and motivate each other.

 

A mobile-first site to guide and motivate

We built a site for girls to log into on the day. It told them everything they needed to know from a personalised schedule to maps and trainer bios. This site housed the global live satellite stream and photos from the professional photographers that were updated live throughout the day. By the end of the day, we’d had more than 17,000 site views.

Using data to get live and personal

We used registration data to schedule shoutouts and personalised motivational messages to appear on the big screen at the exact time and location where the girls were training.

 

Big screen engagement

We moderated more than 3000 images from three cities, pushed them live through three different Twine streams and onto the big screen at each city’s event.

 

 

The fleeting becomes memorable

We had Instaprinters positioned around each venue that printed girls’ Instagram photos so they went home with a personalised NTC momento.

Social amplification through GIFs

We organised custom Nike-branded GIF machines throughout the venue. Four stationary and three roaming machines saw 1193 GIFs created. That’s almost three a minute, with a social reach of 301,693.

Event activation

To amplify the social activity on the day and increase the use of each event’s hashtag, we gave the girls new experiences and sharable, memorable moments.