Thursday, January 28, 2010

adidas taking it to another level

Ok... I'm a little confused

the adidas Originals Augmented Reality (AR) Experience is an interactive digital world featuring a 3D adidas Originals Neighborhood which unfolds as one holds the adidas Originals AR shoe up to the webcam and let the computer recognize the AR code on the shoe tongue. The Neighborhood will then extend from the real shoe on screen and celebrities friends of the label will greet and introduce consumers to the new experience.

Aside from being the key to the Trefoil world, the shoe also acts as a controller from which consumers will be able to play interactive games and explore the neighborhood. All games from campaign will reference a cultural or product element of adidas Original’s Spring/Summer 2010 campaign. On that note, one element not to be missed is the adidas Originals x Star Wars collaboration. As such, the first experience to launch on Feb. 9 caters specifically to the Star Wars collection and the game allows fans to fire blue paint ballons at Stormtroopers around the Neighborhood.

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