Building off the observations from my initial blog post about the growing applications of AR in media, I recently came across this announcement of a real-world AR activation from Nike. It appears Nike engaged a retail experience agency to bring this digital augmentation to life in its flagship NYC store - aptly named the House of Innovation. This new activation mimics a 'treasure hunt' expedition that re-creates the physical experience of visiting Smith Rock State Park in Oregon via QR codes. In a retail landscape that has quickly had to pivot consumer engagement strategies to be socially distanced in a Covid-restricted world, it's interesting to see one of the world's largest brand's place so much confidence in its ability to re-attract consumers to physical retail locations. This new form of "phygital" marketing, where physical and digital elements are blended, is definitely something to watch in the experiential space and I think we will see more brands start to embrace new digital innovations to attract and retain customers.
Thursday, February 04, 2021
Nike's Virtual Outdoor Adventure
Article - https://www.marketingdive.com/news/nike-store-plots-virtual-outdoor-adventure-with-mobile-tech/594093/
Building off the observations from my initial blog post about the growing applications of AR in media, I recently came across this announcement of a real-world AR activation from Nike. It appears Nike engaged a retail experience agency to bring this digital augmentation to life in its flagship NYC store - aptly named the House of Innovation. This new activation mimics a 'treasure hunt' expedition that re-creates the physical experience of visiting Smith Rock State Park in Oregon via QR codes. In a retail landscape that has quickly had to pivot consumer engagement strategies to be socially distanced in a Covid-restricted world, it's interesting to see one of the world's largest brand's place so much confidence in its ability to re-attract consumers to physical retail locations. This new form of "phygital" marketing, where physical and digital elements are blended, is definitely something to watch in the experiential space and I think we will see more brands start to embrace new digital innovations to attract and retain customers.
Building off the observations from my initial blog post about the growing applications of AR in media, I recently came across this announcement of a real-world AR activation from Nike. It appears Nike engaged a retail experience agency to bring this digital augmentation to life in its flagship NYC store - aptly named the House of Innovation. This new activation mimics a 'treasure hunt' expedition that re-creates the physical experience of visiting Smith Rock State Park in Oregon via QR codes. In a retail landscape that has quickly had to pivot consumer engagement strategies to be socially distanced in a Covid-restricted world, it's interesting to see one of the world's largest brand's place so much confidence in its ability to re-attract consumers to physical retail locations. This new form of "phygital" marketing, where physical and digital elements are blended, is definitely something to watch in the experiential space and I think we will see more brands start to embrace new digital innovations to attract and retain customers.
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