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耐克 + 试验区
案例简介：执行 实施: 实时数据以有形和难忘的方式为消费者带来耐克产品创新。从他们的经验中提取的数据建立了肌肉记忆，关于完美的鞋子在跑步或锻炼的不同时间应该有什么感觉。所有这些都是为了建立购买信心，帮助他们充分发挥潜力。放置: 试用区是一个可扩展的平台，为世界各地的商店提供真正的运动训练环境。规模: 由全球游戏引擎驱动，每家商店只需上传基于鞋子发布和消费者技能水平的练习、体验和活动。所有这些都由一系列定制的 iPad 控制器在店内管理 -- 连接到消费者耐克 + 数据，实现最大程度的个性化。耐克在纽约、迈阿密、巴黎和北京作为永久品牌推出，并将有更多的商店。品牌相关性: 在一个人们在网上购买更多商品的世界里，耐克已经将我们拉回到零售领域。触控点: 4k 视频显示、反应游戏图形和定制体验引擎。商店内置硬件，提供真实的运动体验。运动传感器跟踪运动。摄像机捕捉步法进行分析。运动触发的视觉元素和声音设计。游戏控制器将体验连接到店内员工，实现无缝操作。通过他们的 Nike + 应用程序，通过触摸按钮，为销售人员和消费者提供更有意义的耐克创新和购买环境。方法和过程: 通过最真实的敏捷游戏设计过程。试验区是一个循环的、灵活的方法的产物: 概念。原型。测试。完善。重复。同时，在这种灵活性中，永远不要忽视耐克在制作电影、高保真视频内容方面的标准。时间表: 从原型到完成，一年的制作。简报 2015。推出假日 2016/2017。 活动描述 情况: 耐克职业运动员可以获得无与伦比的训练、绩效评估和产品创新。而消费者在商店里试穿鞋子的距离仅限于几英尺。简介: 耐克希望通过改变试验的方式来解决每个消费者的痛点 -- 并在此过程中创造了未来的商店。目标:利用我们了解的消费者的每一点数据，把他们当成职业运动员，并确保 100% 对完美的鞋子有信心。无缝连接到 Nike + consumer data 进行个性化，开始体验，将整个系统的实时性能数据进行网格划分，并将 Nike + 应用程序与 iPay 同步，以便一键查看, 允许消费者跳过注册。
耐克 + 试验区
案例简介：Execution Implementation: Real-time data brings Nike product innovation to life for consumers in tangible and memorable ways. The data pulled from their experience builds muscle memory with regard to how the perfect shoe should feel at different points of a run or workout. All to build confidence in purchase and help them reach their fullest potential.Placement: Built to serve as the crown jewel of each store, Trial Zone is a scalable platform that brings true-to-sport training environments to store locations around the world. Scale: Driven by a global game engine, each store simply uploads drills, experiences and campaigns based off shoe releases and consumer skill levels. All managed in-store by a series of custom iPad controllers – connecting to consumer Nike+ data for the utmost level of personalization. Launched as permanent fixture in New York, Miami, Paris and Beijing – with more stores to come.Brand Relevance: In a world where people buy more online, Nike has drawn us back to retail. Trialing in a way never done before.Touchpoints: 4K video display, reactive game graphics, and a custom-built experience engine. Hardware built in store to deliver authentic sport-specific experiences. Motion sensors to track movement. Cameras to capture footwork for analysis. Motion-triggered visual elements and sound design. Game controller connecting experience to staff in-store for seamless operation. Giving sales staff and consumers more meaningful context to Nike innovation and purchases with the touch of a button, through their Nike+ app.Methods & Process: Through the truest of agile game design processes. Trial Zone is the product of a circular, nimble approach: Concept. Prototype. Test. Refine. Repeat. While, amidst this flexibility, never losing sight of Nike standards in terms of producing cinematic, high-fidelity video content.Timeline: From prototype to completion, a year in the making. Briefed 2015. Launched Holiday 2016/2017. CampaignDescription Situation: Nike pro athletes have access to unparalleled training, performance assessment and product innovation. While consumers trying on shoes in-store are limited to just a few feet to jump in place.Brief: Nike wanted to solve that pain point for every consumer by changing the way trialing is done – and created the store of the future in the process.Objectives: Use every bit of data we know about a consumer to treat them like a pro athlete and ensure 100% confidence in the perfect footwear. Connecting seamlessly to Nike+ consumer data for personalization to start the experience, meshing real-time performance data throughout and syncing the Nike+ app with iPay for one-touch check out, allowing consumers to skip the register.
Nike + Trial Zone
案例简介：执行 实施: 实时数据以有形和难忘的方式为消费者带来耐克产品创新。从他们的经验中提取的数据建立了肌肉记忆，关于完美的鞋子在跑步或锻炼的不同时间应该有什么感觉。所有这些都是为了建立购买信心，帮助他们充分发挥潜力。放置: 试用区是一个可扩展的平台，为世界各地的商店提供真正的运动训练环境。规模: 由全球游戏引擎驱动，每家商店只需上传基于鞋子发布和消费者技能水平的练习、体验和活动。所有这些都由一系列定制的 iPad 控制器在店内管理 -- 连接到消费者耐克 + 数据，实现最大程度的个性化。耐克在纽约、迈阿密、巴黎和北京作为永久品牌推出，并将有更多的商店。品牌相关性: 在一个人们在网上购买更多商品的世界里，耐克已经将我们拉回到零售领域。触控点: 4k 视频显示、反应游戏图形和定制体验引擎。商店内置硬件，提供真实的运动体验。运动传感器跟踪运动。摄像机捕捉步法进行分析。运动触发的视觉元素和声音设计。游戏控制器将体验连接到店内员工，实现无缝操作。通过他们的 Nike + 应用程序，通过触摸按钮，为销售人员和消费者提供更有意义的耐克创新和购买环境。方法和过程: 通过最真实的敏捷游戏设计过程。试验区是一个循环的、灵活的方法的产物: 概念。原型。测试。完善。重复。同时，在这种灵活性中，永远不要忽视耐克在制作电影、高保真视频内容方面的标准。时间表: 从原型到完成，一年的制作。简报 2015。推出假日 2016/2017。 活动描述 情况: 耐克职业运动员可以获得无与伦比的训练、绩效评估和产品创新。而消费者在商店里试穿鞋子的距离仅限于几英尺。简介: 耐克希望通过改变试验的方式来解决每个消费者的痛点 -- 并在此过程中创造了未来的商店。目标:利用我们了解的消费者的每一点数据，把他们当成职业运动员，并确保 100% 对完美的鞋子有信心。无缝连接到 Nike + consumer data 进行个性化，开始体验，将整个系统的实时性能数据进行网格划分，并将 Nike + 应用程序与 iPay 同步，以便一键查看, 允许消费者跳过注册。
Nike + Trial Zone
案例简介：Execution Implementation: Real-time data brings Nike product innovation to life for consumers in tangible and memorable ways. The data pulled from their experience builds muscle memory with regard to how the perfect shoe should feel at different points of a run or workout. All to build confidence in purchase and help them reach their fullest potential.Placement: Built to serve as the crown jewel of each store, Trial Zone is a scalable platform that brings true-to-sport training environments to store locations around the world. Scale: Driven by a global game engine, each store simply uploads drills, experiences and campaigns based off shoe releases and consumer skill levels. All managed in-store by a series of custom iPad controllers – connecting to consumer Nike+ data for the utmost level of personalization. Launched as permanent fixture in New York, Miami, Paris and Beijing – with more stores to come.Brand Relevance: In a world where people buy more online, Nike has drawn us back to retail. Trialing in a way never done before.Touchpoints: 4K video display, reactive game graphics, and a custom-built experience engine. Hardware built in store to deliver authentic sport-specific experiences. Motion sensors to track movement. Cameras to capture footwork for analysis. Motion-triggered visual elements and sound design. Game controller connecting experience to staff in-store for seamless operation. Giving sales staff and consumers more meaningful context to Nike innovation and purchases with the touch of a button, through their Nike+ app.Methods & Process: Through the truest of agile game design processes. Trial Zone is the product of a circular, nimble approach: Concept. Prototype. Test. Refine. Repeat. While, amidst this flexibility, never losing sight of Nike standards in terms of producing cinematic, high-fidelity video content.Timeline: From prototype to completion, a year in the making. Briefed 2015. Launched Holiday 2016/2017. CampaignDescription Situation: Nike pro athletes have access to unparalleled training, performance assessment and product innovation. While consumers trying on shoes in-store are limited to just a few feet to jump in place.Brief: Nike wanted to solve that pain point for every consumer by changing the way trialing is done – and created the store of the future in the process.Objectives: Use every bit of data we know about a consumer to treat them like a pro athlete and ensure 100% confidence in the perfect footwear. Connecting seamlessly to Nike+ consumer data for personalization to start the experience, meshing real-time performance data throughout and syncing the Nike+ app with iPay for one-touch check out, allowing consumers to skip the register.
耐克 + 试验区
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Nike + Trial Zone
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