Adidas prepared a very original action for the release of the new shirt of the Scottish national football team. The sports brand used for this technology of augmented reality, allowing Scottish fans to a photo with the virtual versions of their idols of the national team, clad in new clothing.

Taking advantage of the draw for the finals of Euro 2012, which takes place in Poland and Ukraine next summer, Adidas launched an original campaign to publicize the Scottish team shirt. And although Scotland has not been in the final phase of the European tournament, the sports brand initiative has been very successful, encouraging Scottish fans after the disappointment suffered by the Elimination of the selection.

At the Buchanan Galleries in Glasgow (Scotland) Mall placed a giant screen that was used to show what was recording a camera placed in the same place. The only thing they had to do people was placed facing the camera and the screen, thanks to the technology of augmented reality, they could be displayed together with the players of the Scottish team showing the new selection, designed by Adidas shirt.

Good use of augmented on a large scale to offer a unique experience to the fans and to present reality and a new product, a technique increasingly more used by marketers.

The German sports brand already did something similar last year with the launch of the new shirt of the Spanish football team, putting at the disposal of the Spanish fans the new elastic in virtual reality. Through an integrated application in the adidas Football's Facebook profile, users could print a cutout of the t-shirt, which had to be mounted by way of origami, and shown to the webcam allowed fans prove New Jersey with the coat of arms of FIFA and the star that you credited to the Spanish national team as the current world champion and take a picture with her.

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By • 5 Dec, 2011
• Section: Augmented reality