Pool party: Nike is on track with BMX park

23.05.2011 Advertising : Public Swimming Pool : 1970s

Dagenham, UK – Nike has converted a 1970s public swimming pool into a unique BMX skate park.

The facility is open for a month and is free for anyone from accomplished to first time riders. A number of bikes are available to borrow, as well as protective clothing, and on-site help and advice from professional riders. Nike is also using Facebook’s Places feature to incentivise people to return to the park – and to generate advertising. Anyone who checks in five times receives a free rucksack.

Professional demonstrations will also take place throughout the month, beginning with a competition involving some of the world’s best riders.

Brands are increasingly using live events, as well as check-in culture to engage with consumers. For more information, see LS:N Global’s Ubiquitous Gaming Culture macro trend.

You have 2 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more