Thousands of people participated in the NBA All-Star Game party on the Sunday evening. At the party, some scattered QR codes appeared. This is a secret store entrance that Nike and Snapchat have jointly launched.
At the event, using Snapchat to scan the QR code, you can see a realistic, mobile Michael Jordan shooting slam dunk in the camera in 1988.
This is a custom World Lens filter (a kind of augmented reality filter on Snapchat) created by Nike’s Jordan brand and digital advertising agency R/GA in collaboration with Michael Jordan’s legendary free throw line dunk 30 anniversary. The fine-grained model of the filter is actually the kind used in NBA 2K games.
Click on the screen, it will pop out of the pop-up window and guide you into the limited-time purchase page of limited edition shoes AJ III Tinker (this pair of shoes is officially released on March 24th). After the order is placed, Nike has already prepared the goods in Los Angeles. When they come home they can see the shoes they just placed.
“When we launched digital marketing, we really wanted to make sure that consumers were involved in something they had never seen before.†said Dan Harbison, global director of digital branding for the Jordan brand, “From a technical point of view, augmented reality , Mixed Reality, Virtual Reality have existed for several years. But we want to use these technologies more purposefully to make it more meaningful."
According to Harbison, the delivery deadline was reached by 10:30 that evening. Shoes for the day were sold out in 23 minutes.
The warehouse logistics partner of this shopping experience, Jordan, is looking for a startup called Darkstore, which focuses on the final kilometer distribution business and has already raised nearly 3 million U.S. dollars in financing.
The offline scene experience is the key to prompting these instant consumption. Because of the high premium brand Nike, persuading consumers to shop online is usually more difficult than buying at a physical store.
In fact, Nike has always been unhappy with the environment of e-commerce. In order to stop the sale of the latter, they agreed to relocate to Amazon last year. Nike was one of the first brands to build e-commerce companies. They believe that this can be better communicated. And maintain your own brand. For Nike, Snapchat’s in-line store offers a new and content-based e-commerce experience: when you’re at a basketball-themed party, Scan Code watches a cool filter and poses for a photo with it. You may have shared social networking, and you have the opportunity to grab a limited edition of shoes first. This opportunity is hard for most fans to say no.
This is the first time that Snapchat has done such an e-commerce attempt. Snapchat launched Snap Store earlier this month, but mainly sells its own brand of peripheral products, hats, T-shirts, mugs, and so on. The case in collaboration with Jordan means that Snapchat may have a new source of income beyond advertising.
Topics from Nike
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