Puma has introduced the LQDCELL app designed for the latest Puma LQD Cell Origin Air limited edition running shoe.
These shoes have been crafted with the latest technology to maximize comfort for casual wear and sports.
The app is available for both iOS and Android. It allows sneaker wearers to get some extra features and cool AR effects (Augmented Reality Effects), as well as play a little game, the results of which can then be shared with friends on social networks. The user can put his sneakers on any flat surface and watch how they change on the smartphone screen, covered with flames. It is expected that developers will constantly supplement the application with new filters.
Interestingly, the application does not use a QR code to recognize sneakers. The latest technologies based on machine learning are applied.
The appearance of such applications has one goal - users will create additional posts on social networks, which invariably contributes to increased sales and increased brand awareness. Puma brand last year was one of the most mentioned on Instagram. And all because the company's products were advertised by many celebrities and opinion leaders. For example, singer and actress Selena Gomez, who at the time was the most followed woman on Instagram with 144 million followers, posted a post about Puma that generated 7.5 million actions, more than any other post related to brand.
All sorts of “manipulations” with sneakers are gradually becoming commonplace among sportswear manufacturers. So, in December 2018 company Adidas created a Snapchat lens that allowed users to try on the Ultraboost 19 before it even went on sale.