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.?
Here’s a very powerful ‘interactive’ campaign from Denmark -- http://www.hitthebitch.dk/. Although the idea is clear as day, I’d love to know what she/it exactly says -- anyone Danish out there, do get in touch if you feel like doing some translating. Courtesy of Adverblog
With what seems to be some solid social media integration, something as novel as this should get around -- and rightly so.
Here’s something else that we had in the UK quite recently that starred Keira Knightley. Different approach, equally memorable.
Following on from the iPhone baiting viral from Verizon I blogged about a few days ago, a group of die hard (and technically skilled) Apple fans have put together this viral in response. Fair game to them but I only see this adding more buzz to the Verizon viral in the first place.
Unless that was the plan all along..? *strokes chin*
I am fond of my Android powered G1. I like its integration with all things Google, I like Cupcake’s friendly interface…but that’s about it unfortunately.
I admit, I get massive bouts of iPhone envy whenever I step into the Apple store or happen to get on the Tube (everyone has one). So it’s nice to see bitchy little ads like this time to time. Sure, it’s tacky and a bit obvious but it made me get a little more excited about Android. If you can’t be bothered to go to the website -- it’s something from Verizon, in anticipation of a new Android powered Motorola handset coming out in the US at the end of the year.
