So it looks like Augmented Reality and mainstream appeal are merging closer and closer together. I think you can safely say that once AR codes and app access is included with sneakers much like toys inside cereal boxes - we have taken the next step in getting consumers and our customers to engage with our brand.
Adidas has now included features when buying Adidas Original sneakers that allow people to interact over the Internet. Specifically:
On Feb. 10, Adidas Originals sneakers will include a code that lets consumers partake in an augmented reality program… By holding the code in front of a Webcam, consumers will be able to access the virtual neighborhood and interactive games (created by Xform)
What does this mean for Social & Online Marketing?
It means more than just conversing with our clients. Social Media has done a fantastic job so far of being able to reach our customers and getting them to engage with us, leave feedback, and in some cases purchase as well. But what it cannot enable consumers to do is interact with the brand and use the product at the same time.
Adidas are getting some top tier advice here as now not only are they getting people to buy and use their product, but they are getting them to use it online and log and track their movements. They can learn how shoe buyers behave online - which is information they could not have access to any other way previously, besides doing costly research.
So I guess the question is - how far away are you from tying your products to an online world and community?
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