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

Couple this with increasingly savvy consumers, fully aware that they hold more power than ever before, and you can appreciate how attracting anyone’s attention, for any length of time, is no mean feat.While ad funded programming is starting to be seen in the UK, a busy TV schedule, and an audience that demands premium content, has meant very few examples to date have been successful.Nike’s ambition is to create digital experiences at retail that help to demonstrate and sell their products in intelligent and intuitive ways.

The NikeFuel Station at Boxpark is a pop up retail experience in the heart of trendy Shoreditch, East London. To get their audience excited, Nike released a trailer about the space through their social channels. This led to significant press coverage from big tech blogs (Mashable, PSFK and The Next Web), design blogs (Dezeen, Sneaker Freaker) and London freesheets (Sport).

After the space opened, consumers began to do the work for us. Facebook open graph and Twitter connect allowed them to share their personalised videos with friends – getting even more enthusiasts through the door.

Consumers made nearly 2,000 videos in the first month, moving more in a store than they’d ever done before. The installation got them hooked on the idea of Nike+ FuelBand, with 93% coming back to buy the product on release.Many brought friends to NikeFuel Station to record group videos. They shared their recordings on Facebook and Twitter, driving awareness of Nike’s new space, and bringing to life the vision of a digitally enabled athlete hub right in the heart of London’s Silicon Roundabout.