Nike Augmented reality (AR) Campaign

Campaign details.

• Client: Nike India. • Campaign duration: November 07’ 2009 to December 31’ 2009 • Location: All India.• TG: Urban consumers, Youth and SEC A consumers• Partners: Mindshare digital.

Challenge

• With the launch of “Nike Sportswear collection”, Nike wanted to engage with the customers in a superior level and to make the static press ads to an interactive piece of communication

• Drive more curiosity towards Nike Sportswear collection in an innovative way

• Nike also wanted to measure the engagement like total downloads, scans, user locations etc

Our solution• To provide a superior brand experience on mobile, we suggested

“Augmented Reality” for the campaign, which is first of its kind in India• Exclusive “intARact” browser from TELiBrahma was designed to

recognize different codes used in the campaign and to display relevant content related to the athlete featured in the press ad

Execution

• The campaign, conceptualized by JWT Bangalore was released in premium magazines like Blender, Femina, Garzia, Man’s world, Maxim, M-magazine, and Marie Calire

• All the press ads of Nike Sportswear collection has an unique AR code along with instructions to Text<Nike> to 56006 to download the “intARact” mobile browser on their mobile

• The intARact browser was also delivered to users through mobile bluetooth in all BluFi locations across India

• Nike posters was placed in select youth hangouts, and users were educated to download the intARact browser from BluFi and to experience Nike Sportswear collection by scanning the codes in posters

Campaign

Press ads in major lifestyle and sports magazines.

Results and achievements

Campaign duration. 2 months.

Campaign location. All India

Total downloads for the application 1,50,000.

Total scans for AR code 15,000 scans (in just 30 days)

Thank you