Unpack Your City
Nike China developed an immersive augmented reality experience that hijacked the moment of unboxing a new pair of shoes.
Leveraging the wrapping shoe paper as an AR market and map, the experience enabled the consumer to go out and use their new kicks to explore events throughout the city of Shanghai.
Whether you’re an enthusiast or not, it will come as little surprise that Nike conduct a series of limited-edition shoe releases each year.
Working together with AKQA, Nike saw there was room to have a greater impact with shoe releases, in a way that truly lives the famous 'Just Do It' message.
After dissecting customers’ post-purchase journey, Nike and AKQA realized that the most exciting moment - the moment of unboxing the shoes when they arrive - wasn't actually getting people moving. So, by replacing the otherwise wasteful shoebox wrapping with a reusable, customized map of Shanghai, Nike invited athletes to 'unpack the city' of sporting events around them.
The printed map triggered a unique AR experience (the first of its kind for a WeChat mini-program), which showed all the Nike events across different neighborhoods of Shanghai. Through a simple online-to-offline booking mechanism, the customer could sign up to any number of different events in order to put their new shoes to use.
