Snapchat has yet to prove itself as a viable conversion platform for apparel businesses. It has not driven sales like its competitors Pinterest or Instagram, and certainly does not share the popularity of behemoth Facebook.
That said, it was an interesting choice for Nike to partner with Snapchat for its launch of the new Air Jordan III Tinker sneaker at a concert during the recent All-Star weekend. Guests were guided through using the app camera to scan a code displayed on a basketball-hoop backboard, and then allowed to purchase the sneakers though Snapchat. While not instant-instant gratification, most shoppers benefitted from same-day delivery.
This is a powerful example of what social media in the right place, at the right time, with the right audience can accomplish. This was an expensive event, not likely covered by the sales margin. This event was a test of what social media combined with other controlled factors can produce, all from a company that continues to push forward, challenging the status quo, never satisfied with what they have achieved. They are always trying to stay a step ahead of the curve, always the test case, the leader into a new area.
The issue that remains to be answered is if and how this kind of event can scale, and whether it will be something reserved for brands with large budgets, or something a small brand can do on a different scale to gain smaller, but just as impressive results. I believe that with consistent brand messaging, and a very clear understanding of one’s market, this should be able to scale down quite well, with a diminishing return as the event gets larger and less specific.
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