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Nike / Just Try it

by Contagious I/O

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world

Sportswear brand creates AR-powered poster to launch a new product

Nike

To drum up excitement for its Epic React sneakers, Nike created a poster that uses augmented reality to let people see what the new shoes would look like on their feet.

The Reactive Poster, developed by Ampfy in São Paulo, is being sent to anyone who makes a purchase through the brand’s e-commerce store.

For the activation to work, recipients must step onto the print and access a dedicated microsite through their phone.

Nike 2

When they point the camera of their mobile device at their feet, the screen will show them how shoes will look, accompanied by interactive animations and illustrations.

The activation also lets shoppers explore the Epic React in more detail, share the video and purchase the product.

In the coming month, the brand will support the campaign with influencer marketing, social ads and content on its main site.

CONTAGIOUS INSIGHT /

AR growth / Global spending on augmented and virtual reality products and services is expected to reach $17.8 billion in 2018. This figure represents an increase of nearly 95% over the $9.1 billion spent in 2017, according to market intelligence company International Data Corporation (IDC), with the consumer sector remaining the single largest source of growth.

Inspired by the popularity of Pokémon Go and Snapchat filters, brands have been experimenting with AR to enable people to virtually try on products or visualise them in their homes, and then seamlessly make a purchase. With the technology evolving, companies don’t even need to create separate apps to make use of these functionalities. As the Reactive Poster shows, people can now simply visit a mobile site to experience the AR activation. The barrier to access is minimal, but the technology still feels quite new, creating a memorable branded experience.

For more on how marketers are using augmented reality in their campaigns, read our trend on the topic.

Try me maybe / The strategy behind Nike’s campaign is linked to a long-established theory of behavioural economics called the endowment effect.

‘There’s this psychological effect when you have clothes in your house, where you feel like you own them. Once you wear a shirt with your own jeans and feel how soft it is, you think, “Fuck it, I might as well keep it!” We help retailers put more clothes in people’s homes,’ Ankush Sehgal, co-founder of Try.com told us in issue 46 of Contagious Magazine.

According to Envision retail, conversion rates jump from 10% to 67% when shoppers use a fitting room to try on a garment. Nike is also using this insight to drive purchase intent around the new model launch.