Professional football teams in Russia take a break over winter, and travel to a warm destination to train for three months because the weather gets so bad. But some hardcore kids play through this extreme weather, in the back streets of Moscow. They are the Ice Kings.
We created a campaign to reward those kids, by holding tournaments to find the ultimate Ice Kings.
Those winners were given the keys to unlock their heroes stadium for one night - Spartak Moscow.
We recruited for the tournament with this image in social. The event was over subscribed within 48 hours of one post.
We created tutorials and guides to playing in the snow and shared them on the Nike football app.
We held weeks of knock out tournaments throughout Moscow.
The winning teams got sent a digital key to their phone, which opened up Spartak Moscow's stadium when scanned at the door. The kids had the whole place to themselves.