Wieden+Kennedy
produced an ATL Park Football campaign for Nike in the summer of 1999. Nike
wanted a website to add an online element to the campaign so they came to
AKQA.
A strategic decision was made to buy a generic URL which could be used again
over new content, a destination for the city - Nikelondon.com.
We were given the task within seven days to create a destination that would
supplement the Park Football campaign. Either something that would entertain
or educate but most of all to engage visitors who were interested in playing
Park Football and identified with the Nike brand.
We
decided to create something to help people play the game so we presented
every London park that allowed ball games and showed the perfect places
to drop jumpers for goalposts and have a kickaround. We identified the nearest
tube stations and even the best place to have a pint afterwards.
We'd
given the Park Football community the inside track on the best places to
play so we decided to create a Team directory for opposition teams to contact
each other and set up matches. We even went one stage further and allowed
individual players to advertise themselves to prospective teams. They could
show their email address, age, position and what part of London they live.
This database was searchable along each category to find the perfect player
if your team was a man short.
We
decided to give the visitors a takeaway with a screensaver that played classic
pong football automatically but would allow the user to join in and play
the computer on request.
At
the time of launch the Niketown store in London was about to open and another
part of the campaign was to hold the Park Football Awards in that venue
along with other activity which needed advertising.
Another
piece of content to entertain and engage was a Park Football game called
Rush Keeper.
The premise was that you and your friends are playing Park Football in Hyde
Park and a Park Keeper takes exception to your antics and begins chasing
you out of the park. Using the keyboard you have to kick your ball over
various objects, jump over them yourself and exit the park without the Park
Keeper catching you.
The
pitch work produced to win the online work from Wieden+Kennedy and make
Nike the latest of AKQA's clients.
