As part of a marketing stunt, Nike and Castro Innovation put together an advergaming event on in order to highlight the benefits of the featured footwear.
Essentially, the levitating Nike Air Max shoe "floated 1.6 inches over the surface of a magnetic platform, while a mechanism received a command from the web that would make the shows move forward based on the strength of users’ breath being blown to a microphone," according to PSFK. Users could participate via web or in person at the Nike store in Buenos Aires.
Floating Footwear Advergaming
Levitating Nike Air Max Shoes Were Raced Using Users' Breaths
Trend Themes
1. Interactive Advergaming - Opportunity for brands to create interactive games that engage customers in an innovative way
2. Internet of Things (iot) Integration - Opportunity for brands to integrate IoT technology to create immersive and interactive experiences for customers
3. Experience Marketing - Opportunity for brands to create memorable and shareable experiences for customers through innovative marketing campaigns
Industry Implications
1. Footwear - Opportunity for footwear brands to leverage technology and interactive marketing campaigns to differentiate themselves from competitors
2. Retail - Opportunity for retailers to enhance in-store and online experiences through the integration of innovative technologies
3. Advertising - Opportunity for advertising agencies to create interactive and memorable campaigns for clients using innovative technologies