Nike is urging Brazilians to point their smartphones at the sky to unlock exclusive content as part of the mobile campaign for its Air Max 2090 sneakers. The sportswear giant set up a microsite that customers need to visit before raising their phones upward to see an augmented reality (AR) cloud in the shape of an Air Max sneaker.

After finding the AR cloud, mobiles users can unlock a new song and music video from hip hop artist Djonga, along with interviews, tracks and videos from other artists such as McSofia.