Augmented reality sends Ecco's Scinapse sneakers crashing through the wall

| by Bradley Cooper
Augmented reality sends Ecco's Scinapse sneakers crashing through the wall

It's not every day a show comes crashing through a crack in the wall, but Ecco aimed to make that happen with an augmented reality campaign promoting its Scinapse sneaker line. The company teamed up with JCDecaux to deploy an interactive AR game in MTR Central Station in Hong Kong, which allowed customers to interact with a virtual shoe.

A display in the station told visitors in English and Mandarin to scan a QR code or shake their phones to download the Scinapse app. From there, customers just needed to open the app and point their camera at a futuristic looking crack. Then, a virtual shoe comes bursting out of the wall with an electric effect.

Customers can move the shoe around with their phones to see every angle of the show, according to a video. Passengers were also able to take videos of the virtual sneaker, while their friends and family members make various poses with the sneaker.

"I can't imagine there is an AR game in the MTR Station," a user said in the video. "The crack wall is so attractive. I download the Ecco app and it plays immediately."

Another user expressed interest in visiting the Ecco store and checking out the sneakers.

JCDecaux has done other AR campaigns similar to this one in China, including one promoting a washing machine with a suspenseful virtual reality game.

You can watch the game in action below.

Images via JCDecaux

Topics: 3D Digital Signage, Advertising, Customer Experience

Companies: JCDecaux

Bradley Cooper

Bradley Cooper is a Technology Editor for His background is in information technology, advertising, and writing.

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