Nike wanted to bring a new form of consumer experience to international football (soccer) fans by creating a viral marketing campaign that would build word-of-mouth buzz and drive interest in Nike consumer events.

Thinkwell was hired to work with Nike’s in-house design and creative teams to help conceive, plan and develop their “next-gen” viral marketing concept for World Cup 2002. We conceived a number of Nike consumer experiences that would occur in “found buildings” - abandoned train depots, warehouses and other buildings temporarily fitted with the latest high-tech audio and visual gadgetry.

An entry lobby would house a gigantic foosball arena featuring a larger then life multi-screen multimedia presentation starring the biggest names in international football. At the end of the presentation, the screens would rise to reveal a vast, darkened arena filled with music from a live DJ, a variety of cages for close-proximity football play, and a variety of high-tech interactive football activities. Upon exiting the arena, guests would find themselves in a cyber-cafe and football-specific Nike store.

The new consumer experience was to open in Seoul, Tokyo, and nine other cities worldwide prior to the World Cup games. The project was cancelled due to the events of September 11, 2001.