Nike Strike Night scored most effective live experience

Nike Strike Night, the football activation delivered by brand experience agency XYZ, has been the most effective live event between 2016 and 2017.

The campaign, which won the Grand Prix in last year’s Event Awards, aimed to transform the way Nike released the latest football boots.

The results are part of brand experience Imagination’s first Connected Experiences Index, which takes winning entries from the 2017 Event Awards, Cannes Lions events category, D&AD events category and The Drum Event Awards.

In collaboration with social intelligence platform Synthesio, Imagination has measured engagement through "social mentions and deep-dive analysis of brand sentiment".

The Adobe Summit experience came second on the index, followed by Jaguar’s I Pace Concept Launch and Major League Baseball’s Battlegrounds.

Patrick Reid, group chief executive officer, Imagination added: "This index follows evidence that shows investment in events marketing to have grown consecutively in the UK for four-and-a-half years.

"The IPA’s Bellwether report indicates that almost 24% of surveyed marketing executives revised budgets higher in this area during the first quarter of 2018, so it’s a vital piece of research that not only celebrates brand experiences, but shows tangible ROI."

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