Nike has just worked with The Hyperfactory in Hong Kong to create a mobile marketing campaign that promotes the new T90 line of football products. Mysterious images appeared all over Hong Kong that showed the Nike swoosh logo and an image of a T90. Each image was strategically placed either in a subway station or a Nike store.
Fans of the brand were urged to download an application to their phone that allowed them to view Nike products in 3D. Consumers just pointed their camera phone at the images and watched as the football boot and ball came to life. Giving consumers a full 3D view of their products is exactly what Nike were trying to achieve with the entire ‘Take it to the Next Level’ campaign.
Geoffrey Handley, co-founder of The Hyperfactory, notes “The T90 is all about performance — every single angle of it — not just the studs on the bottom. So [in the campaign], we wanted consumers to get to ‘feel’ the whole thing.”
