Nike’s AR campaign creates ‘cloud sneaker’ in sky

AR Sneaker-Finding Campaigns : mobile campaign
Nike is urging Brazilians to point their smartphones at the sky to unlock exclusive content as part of the mobile campaign for its Air Max 2090 sneakers. Nike in partnership with WPP's AKQA São Paulo agency set up a microsite that customers need to visit before raising their phones upward to see an AR cloud in the shape of an Air Max sneaker. After finding the AR cloud, mobiles users can unlock a new song and music video from hip hop artist Djonga, along with interviews, tracks and videos from other artists such as McSofia. Desktop users can scan a website QR code with their smartphones to open the mobile website, which asks for permission to access a smartphone camera. 

Nike's AR experience aims to reach Brazilian customers who are stuck at home during the pandemic, providing them with access to exclusive content they can enjoy on their mobile phones while also promoting its latest Air Max sneakers. The AR experience is accessible on a mobile website, removing the extra step of downloading an app that would take up more smartphone memory and cellular data for people who don't have a Wi-Fi connection.