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Business Case
Nike wanted to create an In-store Sporting Engagement for consumers across brand touch points. This would help consumers make choices based on their favorite sports and personal athletic attributes. Nike was looking for a platform that could adapt to their evolving product-lines and brand objectives.
SOLUTION
Nike deployed intARact in its retail, activations, and mass media communication to help consumers interact through brand creatives. intARact enabled consumers to get product information along with tips from their favorite athletes. Using intARact, Nike augmented the posters of celebrities across various sports, that were on store displays.
Every augmentation delivered rich consumer engagement pertaining to Nike’s Merchandise. Cricket enthusiasts could capture posters of the Indian cricket team, and browse through cricket attire and shoes. An athlete could capture his/her favorite celebrity poster in store to check out Nike running shoes, Nike running jerseys, product catalogues, images, and videos. |
RESULTS
More than 150,000 engagements have been recorded, with more than 35,000 repeat users.
These engagements were initiated through 220+ handset models with 70% of scans achieved from Smart phones. 95% of the scans were from top 3 metropolitan cities.
These engagements were initiated through 220+ handset models with 70% of scans achieved from Smart phones. 95% of the scans were from top 3 metropolitan cities.
What We Learnt
This was the first ever real object recognition based in-store experience. Implementation ensured seamless integration where real posters were scanned by instead of cryptic codes or QR codes. Consumers and Sponsor found that technology solutions with simple user experience enhance quality of engagements. Integrating application delivery with the engagement also delivers higher results and translate to better ROIs.
