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Snapchat’s latest viral lens didn’t include a puppy face or a dancing hot dog. Instead, it focused on a life-size Michael Jordan augmented-reality lens promoting the new, unreleased Air Jordan III Tinker sneakers, which went on sale exclusively via a special QR code within the app.
The stunt, which Snapchat pulled off over the NBA All-Star Game weekend in partnership with Shopify, Darkstore and R/GA, demonstrated how augmented reality, ecommerce and old-fashioned hype for a sneaker could come together to present a whole new shopping experience.
“What we launched with Snapchat and the Jordan Brand was a preview of what will become a paradigm,” said Lee Hnetinka, CEO of Darkstore.
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