To encourage people to get active, Nike sought an intimate and personalized initiative that would take the Nike FuelBand experience beyond the app and into the real world.

We partnered to create the Nike+ FuelBox, a mobile vending machine activated with Nike FuelPoints that dispensed Nike products at locations throughout New York City over the summer of 2014. The initiative redefined loyalty programming as a truly integrated digital and physical experience. The FuelBox was designed to reward users for the sweat equity that they built each day: sweat a little, get a little; sweat a lot, get much more.

We partnered to redefine loyalty programming as a truly integrated digital and physical experience. The Nike+ FuelBox was designed to reward users for the sweat equity that they built each day: sweat a little, get a little; sweat a lot, get much more.

Working with Nike every step of the way, we designed and built the machine, led the technical development and integration, and even created the custom packaging and labeling for the rewards themselves.

NikeFuel athletes were absolutely delighted by the FuelBox. The excitement of tracking the location of the FuelBox location through Twitter clues, coupled with the monetization of their workouts, was both thrilling and gratifying. Athletes began sharing photos of their FuelBox encounters and prize details across social channels. With 8 individual deployments containing 125 products, Nike distributed more than 1,000 products to reward dedicated athletes.

The marketing event resulted in press from over 30 publications and garnered hundreds of posts, photos, retweets, likes and favorites across social media. The brand's Twitter following skyrocketed, and the campaign enabled Nike to expand the reach of the FuelBand beyond the app and into the user's physical environment.

FuelBox strengthened brand affinity by reaffirming Nike’s commitment to dedicated athletes and NikeFuel.

To create the Nike+ FuelBox, we deconstructed and reengineered a traditional food vending machine to accept NikeFuel as currency.

Rewards changed weekly to reflect different sports categories, so there were new items to discover every week. To make the program even more exciting, the FuelBox was deployed to surprise locations around New York City throughout the summer of 2014. To locate the FuelBox, fans had to follow the @NikeNYC Twitter handle and use clues shared to determine that day's location. Once the FuelBox was found, fans had the chance to connect their FuelBand and then select a product based on their Nike Fuel score; the more you move, the more products you unlock.

Complete with custom sounds, light cues, packaging and tiered vending of actual Nike products, the Nike+ FuelBox was a sleek technological feat with the ability to appear and disappear at a moment’s notice.