Nike's Fuel Band Launch
A city in motion became the stage for innovation. To introduce the Nike FuelBand, Nike invited international press and influencers into an immersive New York experience designed to turn everyday activity into measurable performance.
Guests were equipped with the FuelBand, tracking each mile, minute, and calorie as they moved through a curated circuit of locations across the city. Each stop was intentionally selected to reflect an authentic, insider perspective of New York, adding depth and character to every moment. From a high-energy double dutch performance in an industrial Brooklyn warehouse to hands-on pizza making at Roberta’s, and a dynamic workout led by the Bartendaz at Brooklyn Barbells, the experience blended fitness, culture, and community in a way that felt both elevated and distinctly local.
Beyond the programming, thoughtful details reinforced the narrative. Each location was outfitted with Freshen-Up Kits for men and women, alongside curated refreshments designed to meet a range of tastes. All elements were sourced from local vendors, further grounding the experience in the lifestyle and spirit of New York City while delivering a high-touch environment for global media.
Our team staffed and managed each activation, ensuring a seamless, high-end experience across every touchpoint. The result was a cohesive product launch that transformed the city into an interactive proving.
In partnership with Radical Media.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
