This campaign, recently launched by the ‘Airwalk’ shoe brand urged its loyal customers to get involved via a cool augmented reality app for smart-phones. Customers had to go to specific locations in either LA or New York, and find the Airwalk ‘Jim Shoe’ in what they called an invisible pop-up store (only visible through the A.R. App). Once they found the shoe, they were re-directed to Airwalk’s e-commerce site to finalize their purchase.
Reflection and Analysis:
This is a truly unique and interesting way for this brand to engage its customers and gain their involvement and because it is also using such new technology, it is stimulating a lot of discussion and awareness. The decision to use a smart-phone app works great with the Airwalk brand because it aligns nicely with the brand values of being young and fun. The Jim Shoe itself is evoking a certain nostalgic appeal since it has a retro look that is meant as an “ode to the most loved/hated school activities of all time, gym class”. This new shoe is targeting not only the teenage/young adult age group, but also those in their 30’s who remember the brand from years ago. I think that Airwalk is doing a great job of combining nostalgic appeal with modern technology to keep their consumer base interested and engaged.
I think that this campaign is great in that it will help develop a brand community around the Airwalk brand, and those consumers who did participate in the campaign will likely become evangelists for the brand since it seemed like such a unique and fun experience.
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