Adidas augmented reality..

Adidas Originals is launching the first Augmented Reality experience in footwear. The adidas Originals AR Game Pack is a set of 5 shoes, each printed with an AR code on the tongue. When you hold the code in front of your webcam, you’ll gain access to a virtual version of the adidas Originals Neighborhood. Each month between February and April, we’ll launch a new interactive game within the Neighborhood and your shoe will be the game controller. The experience launches on February 10th

Last year they had an augmented reality campaign to support their F50i football boot (‘every team needs a spark’ ) so it’s interesting to see that they’re pushing this approach into lifestyle/fashion footwear.  A part of me is screaming gimmick/bandwagon and I have doubts about what this adds to the Adidas ‘experience’  but we’ll have to wait and see I guess. As for the viral -- it would have been nice to see a bit more of the process in action or maybe that would have tempered the novelty factor.?