Here is how the experience unfolded: First, there was what Nike called "the secret knock". Sneaker fans had to obtain and line up a sequence of four emojis, which were distributed by Messenger-based social influencers working with Nike. Then, in a communication with Nike's bot within Messenger, they entered these four as a code.
The "knock" revealed a link to a "Red Carpet'" experience which, when clicked, opened the phone's camera and allowed the user to see the sneakers atop a pedestal surrounded by a red carpet. The Red Carpets are a limited edition shoe branded by basketball star Kyrie Irving.
The user could then examine the sneaker by walking around the pedestal, viewing its superimposition over a real environment through the camera screen.