Thanks to ever-evolving technologies and some folks with big imaginations, the offline and online worlds are increasingly rubbing shoulders. Physical events are triggering actions online, and vice-versa, creating new opportunities for marketers to invite people to interact with their products. To explore the world of connected objects and demonstrate that anything can tell a story, we created a pair of smart sneakers that allow people to follow every step the wearer takes through a real-time display ad.

Launch the campaign
Published
September 2013
Topics

The Story

Thanks to ever-evolving technologies and some folks with big imaginations, the offline and online worlds are increasingly rubbing shoulders. Physical events are triggering actions online, and vice-versa, creating new opportunities for marketers to invite people to interact with their products. To explore the world of connected objects and demonstrate that anything can tell a story, we created a pair of smart sneakers that allow people to follow every step the wearer takes through a real-time display ad.

This experiment was built over the course of a couple of months using open web technologies and everyday hardware. We hacked a pair of sneakers, embedding sensors to track the wearer‚s activity and push movement data to a custom Android app. As the wearer moves, the app converts the data into commentary, color, and music that can be shared on the web through social networks or in ads. In our prototype ad, the viewer can see who‚s wearing the shoe, follow her on Google+, and follow her movements in real time.

The Technology

The Results

Since its launch, the Talking Shoe has been covered by major news outlets and cultural influencers and celebrities from around the world. This experiment demonstrates how you can create engaging content for social media and ads by connecting everyday objects to the web. Connected Objects open up new creative opportunities for marketers to let people interact with products and brands. We created a Talking Shoe, but you could connect a toothbrush, bike, or even a vending machine to engage with your customers.

3

Unique personalities the Talking Shoe can take on

18

Million impressions generated on Twitter at SXSW

170K

Search results on Google.com for "Talking Shoe"

Launch Date 9 March 2013