Global sportswear brand Nike is bringing the beautiful game to the concrete urban jungle with its latest campaign #Mipista. In collaboration with Spanish media agency DoubleYou, Nike has created portable laser-powered football pitches to give aspiring football players the facilities to hone their skills and have some fun. The mobile unit – which includes a team of Nike FC247 specialists, a crane and a laser system to project the line markings – patrols the city, ready to race to requested locations and set up the temporary pitch. Currently only available in Madrid, the initiative enables players to request the five-a-side pitch via their smartphone, and the team will deliver it within the hour. “When kids get together informally, they spend more time on Facebook than playing ball,” explains Jesús Revuelta, Creative Director at DoubleYou. “We wanted to come up with a way of reaching and encouraging them to play anytime, anywhere.”This is a great example of a brand using technology to engage and enhance their audience's experience.