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.
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