The inauguration of the NIKE store at the Zubiarte Mall is a landmark for the company in Spain, since this is the first NIKE store to open in the Basque Country. Thus the firm was seeking an attractive, novel solution that would reflect the high-tech profile of the brand.

To respond to this need, the SCP agency asked SIA Sistemas (Spain) to implement the Virtual Penalty Kicks game with two sensors. Participants get on a platform and put on a Virtual Reality helmet with a sensor, plus another sensor on a foot. After a virtual visit to the stadium (which is full of NIKE's static ads), players get their chance to make three penalty kicks.

As an additional attraction, both soccer player Yvan Yeste (from the Athletic Team of Bilbao) and Olympic medal winner Almudena Cid took part of the game. After the eliminatory rounds, the finalist competed against them in the penalty kick tournament.

Both NIKE executives and the agency reps were pleased with the results of the activity. The store was brimming with shoppers that were either participating or watching the competition. In addition, the event received major coverage from the local media.

“Everything was impeccable. The game was really stunning. It worked perfectly and SIA kept its promise to cause a real stir. NIKE got everything it was expecting from this launch promotion”.

José Bautista
Commercial Department, SCP