The hunt started at the Zalando booth, which was developed especially for Sneakerness: Via QR code, visitors were taken to a landing page where they could start the AR mode. From there, the task was to find and scan four stickers with the hottest kicks of the season - the "hot drops". Behind each sticker was an AR animation that revolved around the history of the respective sneaker. Those who found all the Hot Drops could leave their contact details and thus take part in the raffle. The prize was Zalando vouchers worth 1000 Swiss francs.
The design of the Zalando stand was based on an individualized hidden object picture by New York artist Ilya Milstein, in which, among other things, the four "hot drops" were illustrated. The stand offered display space for more than 20 sneakers from the Zalando range and was intended to inspire visitors* to buy current sneaker releases from the online store. According to the motto "Social First", Zalando supported the appearance with an Instagram take-over live from the event and promoted it through influencers.
Responsible at Zalando: Fabienne Bickel, Salvatore Mirisola, Max Straubmüller, Mario Watzinger. Overall responsibility: Muestra (Events & Consulting). AR implementation: Bandara VR (Virtual Reality & Augmented Reality). UI design & booth concept: Studio Wanner (Branding & Interactive).