Finding somewhere to kick a ball around in the city can be a challenge – which is why Nike decided to make things easier for soccer players around the world using a laser-projected pitch.
Using an app, soccer players with nowhere to play in the city in question can request a visit from the company’s laser-equipped van. The van’s crane is then raised above an open area, and the digital soccer field is projected onto the urban landscape.
A pair of small nets are then unloaded to complete the venue, turning an initially barren urban area into a lively game of soccer. Not only is the idea fun, but it gives kids and teenagers without access to the right facilities a chance to hone their skills wherever they can find the space to play.
This is also a great example of a brand offering genuine value to consumer in line with its “Play” brand promise, and generating positive word of mouth.
Rather than just inter-rupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.