Nike’s FC247 team patrol Madrid ready to pop up a football pitch on demand.

By on Sunday, July 7, 2013

Nike are launching the new shoe line FC247 in Spain by bringing the game to people on demand with their #Mipista campaign.

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They created a laser pitch which could be sprung up in any location as long as there was a flat ground giving aspiring footballers and fans of the game a chance to have a kick about.

There was a mobile unit which had a team of Nike FC247 specialists in, a crane and a laser system to project the lines patrolling the city of Madrid. It was on call and ready to get to a requested location to set up a temporary pitch. You request it via an app and the team aim to be there within the hour.

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“When kids get together informally, they spend more time on Facebook than playing ball,” explains Jesús Revuelta, Creative Director at DoubleYou. “We wanted to come up with a way of reaching and encouraging them to play anytime, anywhere.”

A good little stunt, using tech that the target market already know and love to bring their other love together. Plus this really reminds me of Fifa Street!

http://youtu.be/67XL6A16jZA

Agency: Double You

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