ChangeTheGame

With the "House of Mamba," Nike once again demonstrates that digital communication is far more than just another advertising medium; it changes our perspective.

What was intended as part of the promotion for Kobe Bryant and Nike Basketball in China turns out to be a major highlight of our industry in recent months. We are not talking about a website, interactive posters, or special advertising ideas – what AKQA and Nike have accomplished here is simply a revolution in indoor sports.

What's it about? The "House of Mamba" (Kobe Bryant's nickname is "Black Mamba") is the world's first interactive and adaptive LED basketball court, which was first set up as part of the "Rise" campaign in Shanghai. The entire playing surface can be used like a large flat screen by a computer. Additionally, sensors placed outside the court can track movements on the field and project them back onto the surface in real-time.

What may seem like a huge video advertising space at first glance is, upon closer inspection, a true game-changer. On such an interactive playing field, not only can movement sequences be trained or new types of training (gamification) be created, but this field could also be capable of inventing entirely new sports.

And the amazing thing is, the LED technology and motion tracking are not even particularly new. Sometimes it's enough to change the perspective and think big to create innovations. Nike recognized this early on, as they came to market with their Nike+ motion sensor back in 2003. What was initially regarded by runners as a gimmick is now indispensable technology in running sports.

The positive message is, therefore, that it's not the latest gadgets from CES that create innovations, but the perspective of brands on their own products or services. The game-changer exists in every industry. It is merely a question of willingness.

---

This article can be read in Internet World Business (Issue 3/15 from 02.02.2015). The column "Top Campaign" presents personal opinions of creatives from the digital industry on international campaigns.