Snapchat’s Ecommerce Strategy Hit a New High When It Sold Out the New Air Jordans in Minutes

NBA All-Star Game campaign showcased app's shopping capabilities

Snapchat's first augmented reality, ecommerce experience centered around the Air Jordan III Tinker. Snapchat

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.

@itstheannmarie Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.