Choose Your Mode

Project Overview

Gravity Road partnered Crocs and Minecraft to create "Choose Your Mode" that transformed the footwear into an interactive gaming experience. Using WebAR image recognition, the physical Croc became a controller, unlocking two immersive mini-games that reflected the dual worlds of both brands.

The global campaign launched with a hero film that delivered the highest engagement rate of any gaming social post that month. The AR experience then rolled out across platforms from Snap to WebAR, extending interaction beyond the film and into play.

The results were immediate. The shoes sold out faster than any previous Crocs collaboration, driving significant commercial impact alongside cultural reach. The campaign generated 100 million impressions and 114,000 mentions globally, doubled search volume for the product, and drove 263% growth in follower numbers — proving that when product becomes the platform, engagement follows.