Adidas teamed up with the International Space Station to launch a new limited edition ISS Ultraboost shoe. As part of the promotion, they threw an exclusive party for Finish Line Circle members featuring an out-of-this-world augmented reality experience. The experience, called Goodbye Gravity, was a one-of-a-kind escape room that combined a full physical build out of a spaceship with an augmented reality layer which brought the puzzles within the room to life for guests to solve. 

30 Finish Line Circle members were invited to leave the real world behind and venture into space. Before boarding the ship, they received security clearance and were outfitted with space-themed gear including a pair of Ultraboost shoes. Entry points into the experience were tied to specific roles of each guest such as a pilot, scientist etc. The room included 5-10 puzzles that guests had to work through to complete the challenge. Once the challenge began, guests had 20 minutes to ‘escape’ the room. 

Created by 14Four in collaboration with Happy Lucky, this web-based augmented reality escape room was powered by 8th Wall’s Image Target technology. All of the AR puzzles were activated by AR markers positioned within the escape room and could be accessed with no app required. As this experience was web-based, it not only made access to the puzzles frictionless for the participants, but it also made it easy for staff to reset the AR experience when groups had completed the escape room with the click of a button via the main web interface.

Through influencer channels, an accompanying digital game, and an immersive recap, this activation garnered the attention of more than 1.4 million people, increasing brand awareness and Winner’s Circle memberships.

🚀 Read more about this escape room experience in this case study.