There’s a child inside of each of us, or so the saying goes, which is the exact energy Nike is channeling with the Kids @ Play in-store AR experience. To take this concept to the next level, we were tapped to create an interactive, playful set of webAR games hidden amongst the colorful and quirky in-store buildout.

Launched via QR code at the store entrance, kids of all ages enter and explore the Kids @ Play AR web app, beckoning them to seek out and scan the five hidden triggers scattered throughout the store. Each trigger launches an AR mini-game experience, with activities ranging from minigolf to kicking a virtual field goal. Once completed, each experience is logged in the web app – charting overall progress and showing which mini-games are yet to be discovered. Once all five are triggered and completed, the user receives a congratulatory prize from the store concierge and unlocks a special digital take-home version of the in-store experience.

Dream Syndicate developed the Kids @ Play AR as a webAR experience for easy entry and fast conversion without downloading and installing a dedicated mobile app. The in-store activations were installed Nike’s flagship House of Innovation stores in NYC, LA, and Chicago.