Nike and retail experience agency Coinbase User List Hovercraft Studio developed an in-store activation that simulates an outdoor expedition while keeping COVID-19 safety protocols in mind, per details shared with Marketing Coinbase User List Dive. Currently available at Nike’s NYC House of Innovation and running through Feb. 11, the experience looks to re-create the feeling of visiting Smith Rock State Park in Oregon. A geofenced microsite serves as the “basecamp” for visitors, who can use the mobile site to access a map and checklist of activities that require augmented reality (AR) and scanning QR codes to complete.
Once users have fully explored Coinbase User List the activation, they are rewarded with physical goodies and an AR model of a character inspired by Nike’s ACG shoe. The effort arrives as experiences that blend physical and digital elements — sometimes known as “phygital” marketing — are in higher demand amid the Coinbase User List coronavirus pandemic. Dive Insight: COVID-19 has presented steep challenges to experiential marketing, but Nike’s latest work with Hovercraft shows how mobile can help brands execute in-person activations in a safer fashion.
The concept deploys a number of tactics, including AR, QR codes and geofencing, to ensure contact with physical surfaces and other Coinbase User List people remains minimal, while leveraging those same technologies to build a larger narrative around Nike’s ACG HO20 line of outdoor products. Nike is also running a similar experience in its Paris flagship. The experience includes virtual animals like foxes, snakes and bald eagles to deepen immersion, as well as physical props such as a terrarium containing Nike products, as seen in a video published by Hovercart. During the journey, users can scan a QR code in store to access an AR Yeti that sports a reimagined version of the old-school