To help enhance Abbott's brand to thousands of competitors and visitors attending the show, Pavegen designers and software developers produced a highly competitive kinetic brand experience designed to test speed and endurance against elite athletes.
Two unique energy challenge games
The two-game experience allowed participants to challenge themselves against professional football players from the Real Madrid team and legendary Eliud Kipchoge of the NN Running Team. The excitement of kinetic footsteps was used to educate, engage, and enable audiences to participate in key brand messages, providing an opportunity for competitors and running fans to sample Abbott's performance products.
Working with leading sports scientists from Abbott, the raw data output from Pavegen was used to analyse participant performance in two highly interactive brand experiences. The first was a 'Super Sprint with Real Madrid', where Abbott challenged participants to test their sprint speed in a 20-second burst of power against the peak speed of elite football stars. The second kinetic brand experience was a challenge from Abbott to keep up with Eliud Kipchoge's record-breaking marathon pace. Data from the kinetic energy floor tracked the steps per second to see how long the participant could stay in his footstep zone.
Kinetic energy data converted to human performance data
At the end of both gameplays, electrical energy data was converted to real-life human performance statistics, such as carbohydrates and energy consumed during each gameplay. This provided an opportunity at the end to offer free sampling of Abbott's performance consumer products.