NIKE x OMM
AIR MAX DAY
A three part Augmented Reality experience to celebrate Air Max Day at Nike Factory Stores across Europe.
In the run up to Air Max Day we created an Augmented Reality experience for consumers to play and unlock discounts at Nike Factory Stores all across Europe in 183 locations and in 13 languages. The Main experience consisted of three distinct activities.
1. AIR MAX
The surreal world of Air Max is brought to life before your eyes in AR. Air Max 720 sneakers, shoe boxes and sock birds fly all around you in this sky high world. Tap on the flying objects to interact and carefully explore the clouds for your chance to discover and unlock a 20% discount.
2. AIR MAX OF THE WEEK
Show your love for the iconic sneaker by adding stickers to the Air Max of the Week podium. Each sticker you see was placed by sneakerheads from all across Europe. This feature used in-AR image recognition to track the digital stickers to a physical image marker.
3. AIR MAX SELFIE
Try on the Air Max 720 sneakers, step on our special vinyl mat with image recognition and watch the clouds spring to life around your sneakers in an AR frame - the perfect opportunity to take a photo or gif to share online.
Each of the experiences ran on 8th Wall Web AR technology. Using Web AR gives the Nike marketing team the chance to target anyone who has a phone to take part in the activation. All consumers had to do was scan the QR codes placed throughout the store to launch the website and play the experience directly within their web browser, without the need to download another app.
NIKE APP INTEGRATION
The experience it was also integrated directly into the Nike App, meaning that you didn't need to scan the in-store QR codes to access the game. Using location based tech within the app, consumers would receive a message once they were in one of the 183 Nike Factory Stores to play the experience directly within the Nike App.
OOH AR POSTER
To launch the campaign we created a special AR preview experience that came to life when consumers scanned the QR code on physical and digital OOH posters.
We designed and printed lanyards with a QR code for each member of staff so they could help consumers start the experience quickly. We also designed and produced the Air Max Selfie floor mat in several languages and multiple image recognition stickers for the Air Max of the Week feature.
We created a series of 3D animations and stills to bring awareness of the campaign and for the actual launch of the campaign on the Nike App and various social media channels.
We created a version of the experience designed to be played anytime, anywhere - allowing consumers to bring the world of Air Max home with them.