Our target audience is being overwhelmed with branded content. One challenge was to propose not just another storytelling but a valuable tool proposed by the brand. Another challenge was to create branded content that could create cultural resonate in different countries to reach UK, France and Germany at the same time.

The NikeFuel Guide is animated on a daily basis through Nike social channels (Facebook & Twitter), is released as a monthly edition on Nike.com and also as a physical magazine handed out with every FuelBand purchase.

New exclusive content (videos, imagery, events) is created every month to keep FuelBand users engaged in earning Fuel and making sure that they never miss a chance to move in their city.

FuelBand SE was launched with a big impact across Western Europe with 88.8M total impressions. NikeFuel Guide succeeded in growing the awareness about the FUELBAND SE and establishing FUEL as a universal metric for movement amongst the urban movers in the three key European markets: London, Paris, Berlin.

- 340% Increase in @NIKEFUEL engagement

- NikeFuel Facebook community launched. With 241K followers and counting.

- Over 41K exclusive new visits to Nike.com

- Over 150K Engaged NikeFuel Guide users.

The plan is currently to extend the NikeFuel Guides to new cities in the US and Asia.