Nike Fuel Band – Field

Le Nike FuelBand est en passe de devenir un vrai objet iconique. Vainqueur d’un Grand Prix Titanium aux Cannes Lions 2012, ce bracelet, signe de ralliement d’une communauté toute entière, n’est pas encore aussi connu que le premier iPhone mais l’enthousiasme est aussi fort.

Nike & Dazed Digital ont décidé de s’associer avec la designer Julia Tsao pour donner naissance à Field, un clip musical interactive utilisant les codes graphiques de Fuel Band. Le clip, réalisé totalement en HTML 5 offre une expérience riche et complètement différente.

En effet, la musique se joue de manière normale mais vous pouvez à l’aide votre clavier et de votre souris y ajouter des sons. Les lettres A à Z contrôlent les percussions, les chiffres augmentent le son, la barre Espace crée une boucle, etc. Autant de combinaisons possibles pour vous faire voyager dans le monde Fuel Band.

Bien évidemment, on ne peut que penser que le Fuel Band voire votre iPhone/iPod vous offrira une expérience similaire lors de votre activité sportive, mais avant cela Field démontre qu’il est posible pour les annonceurs de créer un contenu réellement interactif qui soit autre qu’une simple bannière ou un micro-site et qui parle à la fois produit et communication de marque.



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