To promote its new soccer boot in Hong Kong, Nike isn’t settling for any old mobile ad campaign. Instead, the athletic shoemaker is using 3D technology in a campaign created by The Hyperfactory and ad agency McCann Erickson.
“The aim for Nike was launching the new boot and letting people see its features from every angle,” said Geoffrey Handley, co-founder and head of business development for Asia-Pacific at the Hyperfactory told Mobile Marketer. “Hong Kong is footwear-crazy and the fact that this is happening around the time of the Olympics and Euro 2008 Tournament means everyone is in sports mode.”
The campaign is truly interactive; consumers need to search for hidden codes throughout Hong Kong. Pointing their phones at the codes will bring up a picture of the T90 and a soccer ball, and a link to download software that will let them see the shoe in 3D, Mobile Marketer reports.
Additionally, each ad will invite consumers to text in a code to find the next location in the series. The texts will also enter the user into a sweepstakes to win Nike gear.