Nike and AKQA have used augmented reality technology to find exclusive content in the sky.
Nike is urging Brazilians to point their smartphones into the sky to unlock exclusive content as part of the country's launch of an ad campaign for the Air Max 2090 sneaker. A well-known sportswear manufacturer has created a microsite that invites visitors to find a sneaker-shaped cloud in the sky using augmented reality. No additional applications need to be installed for this.
Anyone who can find shoes among the clouds will have access to exclusive content - videos of popular musicians and dancers in the country who, without leaving their homes, are trying to cheer up young people across the country. This is a music video, interviews and just stories.
This creation is an attempt Nike once again draw attention to their products from consumers who cannot leave their homes due to the quarantine introduced in the country. According to company representatives, the main goal was not just to provide users with new content, but to do it in the most unusual way possible, to surprise them, while using the latest technology.
The AKQA agency has existed since 2001 and specializes in the creation of digital services and products. Its 29 studios located in different countries around the world employ 2,200 employees.
The work described above is far from the agency's first collaboration with Nike. So, in 2019, an advertising campaign was launched in Brazil involving famous graffiti artists who depicted Air Max sneakers throughout Sao Paulo. Mobile users who visited all places with these graffiti got the opportunity to purchase exclusive shoes. Then, according to Ad Age, the number of visits to Nike sites increased by 22%, and Air Max sales increased by 32%, while reaching more than 80 million people on social networks. It can be assumed that advertising with a search for clouds will eventually be no less successful.