Nike T90

Enlarge to Full Size

By The Hyperfactory

15.06.08

Background

The Hyperfactory and Motorola created the most awarded and recognized mobile campaign to ever live with their 'Say Goodbye' program last year in Hong Kong. What could possibly come next? No worries - a brand new campaign with Nike bears all the markings of the next industry darling, and once again gives a hint of what may come for the next wave of futuristic mobile marketing worldwide.

The Campaign

The campaign was created with partner McCann Erickson using groundbreaking '3-dimensional Augmented Reality' ('AR') to target teens in Hong Kong for the launch of Nike's much anticipated soccer boot, the 'T90' in time for the Euro 2008 Tournament. 

How did it work?
1. A series of black and white markers were posted throughout Hong Kong, in special locations such as Nike flagship stores, at subway stations and magazines.
2. Find these markers, text in a keyword to download a special Nike 'AR' reader.
3. Point your camera phone at the marker and look in the screen: like magic, the marker turns into a stunning virtual 3-dimensional rendering of the 'T90', a virtual ball and uncovering a code unique to that location.
4. Move the phone around the marker up, down, side to side and the shoe rotates with the user in true 3-dimensions allowing the user a surreal experience and the ability to really explore the new shoe through their phone.
5. Text in these special codes to find out the next secret destination to be revealed. Texts count as a sweeps entry to win Nike merchandise and continue the scavenger hunt.

Augmented Reality technology enables a 2D marker - similar to a square barcode - to display information in a dynamic way in which consumers can interact 360 degrees with the product; the possibilities are endless. 

The Results

The combination of a great idea with a surreal and futuristic new technology paired well for the youth of Hong Kong and the technologically groundbreaking Nike T90.  The campaign turned viral, with stickers appearing on walls around the city and people creating their own t-shirts with the markers, creating a huge buzz and once again proving that mobile is a perfect medium to bring all other mediums to life - this time in three dimensions.