A large number of brands in Japan are embracing digital channels to extend their traditional advertising campaigns. In this exceptionally flooded marketplace it’s getting harder to stand out.

Couple this with increasingly savvy consumers, fully aware that they hold more power than ever, and you can appreciate how attracting anyone’s attention, for any length of time, is no mean feat.

The market place has seen an increase in the sophisticated nature in which brands are engaging consumers. However, the lack of a unique experience coupled with a product offering that resonates has meant that few brands have succeeded in establishing a credible foothold in this space.

Nike’s ambition is to create digital experiences that help to demonstrate and sell their products in intelligent and intuitive ways, moving away from the traditional advertising models to become anchored in relevant digital products and service offerings that inspire and excite today’s ever more demanding, digitally minded consumer.

Since the 70s – when Space Invaders caused a national shortage of 100 Yen coins – Japan has been obsessed with gaming.

We took our inspiration from this national pastime to create the UGOKIDASE Station – an arcade for the everyday athlete.

Thousands of players came to UGOKIDASE during the two weeks it was open, playing for an average of 18 minutes on site and running around Harajuku with Nike+ for an average of 48 minutes.

The global competition helped open up a completely new, younger audience for Nike+, with a record 4.2 million new users joining the community in just two weeks.