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Puma x Sonic - AR Game

Start with an iconic sneaker. Add a much-loved character.
Create a moment where pop culture and sneaker culture both go for gold.

These were the marching orders when our clients at PUMA had the opportunity to drop a collection, featuring the throwback RS-X3 sneaker (exclusive to Foot Locker), in conjunction with the release of 2020’s Sonic the Hedgehog film. We set out to capture the attention of key demographics with an experiential activation to launch the collection in key Foot Locker stores.

To tap into our target demographic’s appetite for nostalgia, make the spirit of the movie and game come to life, and move product, we developed the Sonic Ring Hunt: an augmented reality experience that encourages players to find the rings hidden in the world around them.

The Augmented Reality game utilizes 16-bit graphics, sound effects, and custom messages from Sonic the Hedgehog himself (Actor Ben Schwartz) to bring Sonic into the real world.

Augmented Reality Experience Demo

Scan the following Snapcode to access the Puma x Sonic lens in Snapchat. Once you have the lens open, flip to your back camera and point it at the Sonic movie poster to collect your rings. Tap your Rings score 10x times to reset.