https://techcrunch.com/2018/02/19/nike-teamed-up-with-snap-and-darkstore-to-pre-release-air-jordan-iii-tinker-shoes-on-snapchat/
Nike’s Jordan brand, Darkstore and Shopify teamed up to pre-release the Air Jordan III “Tinker” on Snapchat last night after the NBA All-Star game. This is the first time a brand other than Snap has sold a product via Snapchat.
Guests who attended the NBA All-Star after party were able to scan exclusive Snap Codes which took them into the Snapchat app where they could purchase the sneakers and receive same day delivery. The same day delivery was facilitated by Dark Store which enables brands that don't have local inventory or a local warehouse to store products and ship them out same day. Snapchat also geofenced the area around the Staples Center during the All-Star game so that fans could access a 3D augmented reality Michael Jordan lens in celebration of the 30th anniversary of his slam dunk.
This type of experience represents Nike's understanding of the power of the online/offline connection especially in the e-commerce space. It also shows their ability to produce timely, immersive content paired with limited inventory to create urgency. It seems to have worked as the sneakers sold out within 23 minutes. With the launch of the new Snap Store earlier this month, I'm very curious to see what other brands start test out using Snapchat for their e-commerce experiences.
Nike’s Jordan brand, Darkstore and Shopify teamed up to pre-release the Air Jordan III “Tinker” on Snapchat last night after the NBA All-Star game. This is the first time a brand other than Snap has sold a product via Snapchat.
Guests who attended the NBA All-Star after party were able to scan exclusive Snap Codes which took them into the Snapchat app where they could purchase the sneakers and receive same day delivery. The same day delivery was facilitated by Dark Store which enables brands that don't have local inventory or a local warehouse to store products and ship them out same day. Snapchat also geofenced the area around the Staples Center during the All-Star game so that fans could access a 3D augmented reality Michael Jordan lens in celebration of the 30th anniversary of his slam dunk.
This type of experience represents Nike's understanding of the power of the online/offline connection especially in the e-commerce space. It also shows their ability to produce timely, immersive content paired with limited inventory to create urgency. It seems to have worked as the sneakers sold out within 23 minutes. With the launch of the new Snap Store earlier this month, I'm very curious to see what other brands start test out using Snapchat for their e-commerce experiences.
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