Adidas Augmented Reality Shoes Campaign

Mon, Jan 4, 2010

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6 Comments

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The social sphere is alive with chatter on the new Adidas Augmented Reality Shoes campaign that is to launch in Feb. Adidas shoes will come with codes in the tongue that allow you to hold it up to a web cam and launch a 3D world right in the palm of your hands.

Where this is different to normal Augmented Reality campaigns, is that this 3D world will be completely interactive with at least 3 games added to the town with different shoes as the keys to access those exclusive areas. The shoe will also be the controller for the game while also allowing you to spin, zoom and change perspectives of the pop-up town in your hand.

I’m really looking forward to getting a sneak preview demo so stay tuned! Gimmick? Yes. Will people buy shoes to get exclusive access to games? Probably. Will blogs and forums fill up with people trying to get into the games and share codes? Definitely. Will it be viral? No doubt, if they support the launch with some great creative – which it looks like they will be. (via Wired)

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Posted by: Aden Hepburn

5 Trackbacks For This Post

Adidas Originals Augmented Reality Video Teaser | Digital Buzz Blog Says:
January 28th, 2010 at 10:25 pm

[...] is more of a hype video reminding you of what’s coming… Going off this video, and the previously released graphic, I’m expecting big things!Adidas will be releasing a new interactive game every month at [...]

Emma Brooks | Digital Media Enthusiast Says:
January 29th, 2010 at 2:56 am

[...] to a Digital Buzz Blog post for the image up top. <object width=”560″ height=”340″><param [...]

adidas Originals – Augmented Reality Shoes Teaser (via @adenhepburn) Says:
January 30th, 2010 at 6:07 am

[...] launch of the Adidas Originals Augmented Reality Shoes is now just two weeks away and with that, Adidas have released this teaser video promoting the AR [...]

Schuhe + Codes | Mitteschön - The Berlin Mitte Blog Says:
March 20th, 2010 at 3:37 am

[...] Die Idee ist trotzdem brillant und wird somit garantiert reichlich Medienecho finden. Mehr zum Thema findet ihr beispielsweise jetzt schon HIER und HIER. [...]

Shoes & Codes | Mitteschön - The Berlin Mitte Blog Says:
March 22nd, 2010 at 8:26 am

[...] It seems like that game consoles got very exceptional new bodies. Adidas has come up with a collection of five different pairs of men’s shoes that are used for that purpose. Or let’s put it this way: The shoes are outgrowing their actual function and are becoming a game controller. You’re probably asking yourself how this is possible?! Well, there is a code on the inside that is unlocking the access to a virtual 3D world, especially created by xForm for adidas. And yes, you are correct. The keyword is Augmented Reality. Everything you got to do is to sit down in front of your computer and load the adidas homepage. Then take off your shoes and turn on your webcam. The camera is reading the code from the shoe and your account will instantly be accessible. I am only asking myself if the shoe is really such a good controller?! Still, the idea is brilliant and it will definitely get a lot of attention from the media. For moor information click here or here. [...]

1 Comments For This Post

Tyrone Tellis Says:
January 4th, 2010 at 11:04 pm
Hi,
The only flaw I can see is while people may love Adidas shoes would they be inclined to the hold a shoe for an extended period of time?
Tyrone

Adidas Originals Augmented Reality Video Teaser | Digital Buzz Blog Says:
January 28th, 2010 at 10:25 pm
[...] is more of a hype video reminding you of what’s coming… Going off this video, and the previously released graphic, I’m expecting big things!Adidas will be releasing a new interactive game every month at [...]
Emma Brooks | Digital Media Enthusiast Says:
January 29th, 2010 at 2:56 am
[...] to a Digital Buzz Blog post for the image up top. <object width=”560″ height=”340″><param [...]
adidas Originals – Augmented Reality Shoes Teaser (via @adenhepburn) Says:
January 30th, 2010 at 6:07 am
[...] launch of the Adidas Originals Augmented Reality Shoes is now just two weeks away and with that, Adidas have released this teaser video promoting the AR [...]
Schuhe + Codes | Mitteschön - The Berlin Mitte Blog Says:
March 20th, 2010 at 3:37 am
[...] Die Idee ist trotzdem brillant und wird somit garantiert reichlich Medienecho finden. Mehr zum Thema findet ihr beispielsweise jetzt schon HIER und HIER. [...]
Shoes & Codes | Mitteschön - The Berlin Mitte Blog Says:
March 22nd, 2010 at 8:26 am
[...] It seems like that game consoles got very exceptional new bodies. Adidas has come up with a collection of five different pairs of men’s shoes that are used for that purpose. Or let’s put it this way: The shoes are outgrowing their actual function and are becoming a game controller. You’re probably asking yourself how this is possible?! Well, there is a code on the inside that is unlocking the access to a virtual 3D world, especially created by xForm for adidas. And yes, you are correct. The keyword is Augmented Reality. Everything you got to do is to sit down in front of your computer and load the adidas homepage. Then take off your shoes and turn on your webcam. The camera is reading the code from the shoe and your account will instantly be accessible. I am only asking myself if the shoe is really such a good controller?! Still, the idea is brilliant and it will definitely get a lot of attention from the media. For moor information click here or here. [...]