In spring 2020 Nike created an augmented reality basketball game for mobile devices with the objective of boosting membership across Europe for Nike Factory Stores and which was tied to the sportswear brand’s umbrella ‘Gifting & Cyber Month Game Time’ campaigns.
Those who signed up as Nike Members in-store, could then download the game and shoot hoops on mobile devices.
Acting as a focal point for the AR experience, the marketing team designed and built a rage of in-store assets – including staff podiums and T-shirts, floor vinyls and custom-built staff iPads (which were used to sign customers up and scan winning codes) – to drive the experience.
Players earned points for successful shots which unlocked a range of prizes such as 30% in-store discounts, to water bottles and even discounts in other stores within the shopping centres that Nike’s own factory stores are located.
Each store had their own prizes.
The game campaign was split into two launch phases – one during Cyber Month and one during Gifting Month – each with their own distinct red and green colour-ways.
Both phases were promoted through a series of videos and stills created to live on the Nike App and across the brand’s social media channels.
The initiative was developed by London-based, independent digital agency OMM and used web AR technology
Comment:
Nike has a track record for using fresh tech to offer customers innovative mobile games, experiences and product launch drops both in-store and beyond.
Previous notable in-store examples include its New York store interactive playground to promote the new ‘Joyride’ shoe (see case study), it’s in-store personalised poster initiative for the Women’s World Cup 2019 (see case study), plus it’s AR Snapchat LeBron drunk experience (see case study).
Links:
Nike
https://www.nike.com/
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
https://twitter.com/nike
https://www.facebook.com/nike
OMM
Leave a comment
You must be logged in to post a comment.