Spain: Nike sets up temporary football pitches in Madrid using the laser technology

Nike launches the "#MiPista" campaign, using the laser technology to ' beam down ' temporary football pitches in Madrid during summer 2013. Players wishing to organize football tournaments in the streets of Madrid are invited to contact the marketing department through a smartphone app or on a dedicated website.

Provided the sender has at least 7 to 9 other willing players, and a flat playing surface, a Nike's team is sent to create an ephemeral ground from a nacelle and a laser projector. The initiative aims at marketing Nike's new football shoes, the FC247, and Nike gives the players the opportunity to try them for free.

The service is free and limited to the Spanish capital, and performed in collaboration with DoubleYou, a Spanish digital communications agency.