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Nike runs mobile 3D campaign for soccer shoe

Nike is running a mobile campaign using 3D technology to target teens in Hong Kong to promote the launch of the sportswear giant's T90 soccer shoe.

The campaign, which The Hyperfactory created with ad agency McCann Erickson, starts with a series of hidden codes all throughout Hong Kong in Nike flagship stores and at MTR subway stations. Consumers must find the markers and point their camera phone at them, which will summon an image of a Nike soccer shoe and ball on their screen and reveal a special code unique to that location.

"The aim for Nike was launching the new boot and letting people see its features from every angle," said Geoffrey Handley, cofounder and head of business development for Asia-Pacific at The Hyperfactory, Hong Kong. "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.

"It's important to note that Hong Kong is like a digital paradise and so to really get through to the target audience, Nike needed to do something very different," he said. "The 3D augmented reality is really taking mobile a step further."

Once consumers get the next location, they then can text in these special codes to find out the next secret destination. Texts will also count as a sweepstakes entry to win Nike merchandise.

The codes invite users to download a mobile application that allows them to view the T90 shoe from every angle in 3D on their mobile screens.

The more codes that consumers collect, the more chances they have to win Nike gear.

Augmented reality technology enables the product to be displayed in a dynamic way in which consumers can interact 360 degrees with the product. For an example, please visit the site at http://210.48.79.8/awards/nike/.

"The shoe is pixilated onto a consumer's phone" Mr. Handley said. "It's almost jumping out at you."

The campaign's message is two-fold.

First, Nike is announcing this new soccer shoe and its features. The message is that the shoe molds to the consumer and improves performance.

The second part of the message is that Nike is an innovative company.

Hong Kong has long been a fashion-conscious and digital-savvy market. Nike wants consumers in that market to think that the campaign is innovative and new and that it is representative of its brand.

As the word has spread about this campaign, it's created quite a buzz with the Hong Kong media. But the workers in Nike stores have been the biggest advocates of the mobile effort, Mr. Handley said. They actually use it as a tool to work with when consumers come into the store.

The campaign has been going on for about two weeks. Nike plans to extend the campaign.

"Mobile is not a channel in itself," Mr. Handley said. "It's integrated with other mediums and we basically bombarded Hong Kong consumers with billboards, stickers - I mean it was a guerrilla effort.

"With all this digital and 3D stuff, you get this little sticker that unlocks a journey into this augmented world," he said. "It wasn't all about selling a shoe. It's making Nike an innovative brand, unusual and different."