We created the Reactive Poster: a way to try out and experience the Nike React wherever you are.

Consumers of nike.com who placed an order one week prior to the React launch also received a poster with instructions to be followed.

With the poster on the floor, a smartphone in your hand and magically (by using Augmented Reality technology) a Nike React appears on your feet.

Consumers could see the React on their feet, choose the color of the shoes they were trying on and add stickers with illustrations that showed the feeling of using a React. After the trial they could share their experience with friends or shop online for a real life Nike React.

The Reactive Poster was sent to anyone who makes a purchase through the brand’s e-commerce store. For the activation to work, recipients must step onto the print and access a dedicated microsite through their phone with no need to install any app. When they point the camera of their mobile device at their feet, the screen will show them how shoes will look, accompanied by interactive animations and illustrations. The activation also lets shoppers explore the Epic React in more detail, share the video and purchase the product.

In order to bring our AR experience to as many users as possible, the barrier to access is minimal, but the technology still feels quite new, creating a memorable experience.

Inspired by the popularity of Pokémon Go and Snapchat filters, brands have been experimenting with AR to enable people to virtually try on products or visualise them in their homes, and then seamlessly make a purchase. With the technology evolving, companies don’t even need to create separate apps to make use of these functionalities. As the Reactive Poster shows, people can now simply visit a mobile site to experience the AR activation. This is a big shift in the consumer journey when users don’t even have to leave their homes to try on a new pair of shoes. Not only the shoe brands but the whole apparel industry can benefit from it.

Reactive Poster is not only an idea to sell Nike Reacts. It is a seed to change completely how we shop for shoes online. By using Augmented Reality in an easy and beautiful way to consumers Nike is creating a new behaviour during online shopping that brings the trial experience from the store to the home.

17 November 2017 - Client Pitch Presentation

23 November 2017 - Pitch approval

01 December 2017 - Web application Wireframe and design poster

07 December 2017 - Web application wireframe and design poster approval

14 December 2017 - Web app design interface presentation

22 December 2017 - Webapp design interface approval

3 January 2018 - Backend web app development and design poster print

12 January 2018 - Posters sent to Nike Distribution Center

12 - 22 February 2018 - Web app tests

23 - February 2018 - Posters inserted in the packaging of purchases sent by e-commerce

26 February 2018 - Go Live! Posters delivered to the e-commerce consumers

26 May 2018 - End of activation

Nike React should be their biggest running shoe launch in years. What makes it so special? Its softness and responsiveness that puts a spring in your step — as if you were running through a field of pillows and trampolines. A product that is amazing on your feet, but is hard to explain.

Considering an e-commerce market with a US$23 billion yearly value in Brazil, Nike had the goal to engage early on with their online community in this launch. On the pre-order plan, a goal to sell four thousand pairs on their flagship e-commerce alone.

But how could we make the consumer feel all this innovation/magic of the product without having a product to try out?