Experiential Marketing - AR/VR
adidas redefines the
retail experience with AR and smart product releases.
Overview
No fights, no lines, no problem.
To solve the issue of long lines, resellers, and fighting, we introduced a fully automated, staffless transactional system to sell exclusive shoes using AR and digital lockers.
Deliveries
Strategy, Production, Design, UX, Development & QA
A transaction that would have taken over two hours in the past is now served within minutes of the AR release.
The app presented users with an AR-powered mobile store, democratizing the shopping experience.
adidas has intentions to completely change the way consumers shop.
Approach
This is a shoe-ocracy.
We set out to eliminate staff and create an automated system that no one needed to line up for. Through this we were able to democratize the purchasing experience — meaning anyone with the app had an equal chance of getting shoes. This also meant we had ubiquitous presence around the convention without the need for a booth. So rather than one location, we were everywhere.
Everybody gets a shot at some fresh kicks, nobody gets trampled. This is what the sneaker drop of the future looks like.
Challenges
A brand new system, made from scratch.
With only weeks to develop the system and put all the parts in motion, our key challenge was ensuring the experience would work seamlessly on such a large scale. From the AR graphics to programming the smart lockers, every aspect had to be comprehensive and intuitive (and functional). Through extensive QAing and a few late nights, we managed to pull it off.
Features
Scan. Buy. Pick-up.
Five drop spots featuring AR markers were located throughout the convention floor. When the in-app countdown hit zero and a new shoe was released, people could head to a drop spot, scan it, see the AR shoe spring to life, and snag a pair. In-app purchasing made for a seamless buying experience, and digital lockers meant shoes could be picked up anytime.
Results
Over 1,000 limited edition adidas sold in 48 hours.
Average time spent was 1.5 minutes — 2.5 hours faster than the average purchasing experience.
Awards
3XFWA
SOTD - Mar 9, 2019
FOTM - Mar 31, 2019
Mobile SOTD - Apr 9, 20195XThe One Show Award
Bronze Pencil - Digital Craft - Digital and Physical
Bronze Pencil - Interactive & Online - Interactive Installations
Merit - Interactive & Online - Innovation in Interactve
Merit - Experiential & Immersive - Events & Competitions
Merit - Experiential & Immersive - Use of Technology
