Brand activation for Nike in Barcelona: a custom dance machine that won the crowd over
At United Events we ran a spectacular brand activation for Nike in Barcelona, to mark the opening of their new store in the city. The goal was clear: create impact, draw a crowd and offer a memorable experience that connected with visitors. The result was a complete success.
For this activation we designed and installed a unit fully wrapped and customised with Nike's corporate look, matched to the brand's identity and perfectly integrated into the store space. It not only stood out visually, it became the centre of the interactive experience.
Interactive experience with a dance machine
The heart of the activation was a dance machine for events, a highly participatory format that let visitors compete, have fun and become part of the Nike experience. The machine was built for two players at once, encouraging interaction and creating a lively, competitive atmosphere.
We also had a professional host on hand to keep the activity moving, motivate participants and build atmosphere. Her role was key to keeping the energy up and continually drawing in new players.
Full customisation and high-impact branding
One of the strongest points of this activation was the complete customisation of the unit and the experience, aligned 100% with Nike's identity. The wrapped unit, together with the screen and the game, created a visual focal point that stood out inside the store.
This kind of experiential marketing works especially well at store openings, because it lets you:
Increase how long customers stay
Create direct interaction with the brand
Produce shareable content for social media
Improve brand recall
Prizes and engagement with visitors
During the activation, players had the chance to win exclusive Nike prizes, which noticeably increased participation and engagement. The mix of game, hosting and prizes drew a large number of people throughout the day.
Formats like this strengthen the emotional connection with the brand and turn a simple store visit into a unique, unforgettable experience.
Results: a resounding success
The activation was a real success, with high participation and an excellent reception from the public. The combination of technology, entertainment and custom branding allowed Nike to offer a stand-out experience at their Barcelona opening.
At United Events we specialise in brand activations, corporate events and custom interactive experiences, helping major brands connect with their audience in innovative ways.
Related products: Dance Machines Promotional Prize Wheels Video Games for Events
