CLIENT:
Nike
PROJECT:
Nike Women Rockstar Workout — Hip Hop
The idea was to inspire women worldwide to express themselves through dance—and to showcase Nike’s Fitness Dance Collection. Nike Rockstar Workout Hip Hop invited users to “step into the music video” with the global pop star Rihanna and celebrity choreographer Jamie King. The interactive music video premiered Rihanna’s hit single “SOS (Rescue Me)”. Users could pause the video at any time and learn the moves directly from Jamie King. They could shop all the dancers’ outfits, download and blog the video and the instructional moves, or send it to a friend. The video was a technical breakthrough for the Web. It was shot in HD and directed specifically for optimal presentation online. We offered a high-bandwidth Flash 8 version, which allowed for fast download and the highest-quality video. To further build brand awareness, we added a Dance Personality Quiz. It let users discover their dance personality: are they Old Skool, Krumpalicious, or Too Cool? The quiz featured freestyle moves from the video, and included all the shopping and viral functionality of the music video. The Nike Rockstar Workout Hip Hop feature brought over a million new users to the site. It generated a consistent buzz among dozens of blogs worldwide and even inspired users to contribute their own “SOS” dance videos to YouTube and iFilm.com.
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