To promote its newest line of sneakers, Ultraboost 19, adidas wrapped streetcars in Toronto with “Boost My Ride” messaging. Once passengers step on board, ads within the cart invite them to scan a QR code to turn their transit pass into a scratch card using WebAR, which they can then tap to “scratch” in order to reveal if they won a prize.

Winners could then hop off the tram at adidas’ flagship store in Toronto to claim their prize. The activation was created by interactive agency Jam3 using 8th Wall, and was part of a campaign that extended from outdoor to social media, to the flagship store itself.

The activation is one of the first WebAR campaigns to integrate outdoor media with AR content to funnel customers to a physical storefront, where they could instantly cash in on their winnings.