For the festive season, Foot Locker helped hoops fans feel the seasonal spirit by teasing the launch of the Gatorade AJ1s sneakers through its first ‘Snapchat unboxing lens’.
Foot Locker’s innovative Christmas augmented reality approach enabled trainer fans virtually unbox the new Gatorade AJ1s before they went on sale on 26 December.
This innovative lens allowed mobile users to explore the new footwear in three dimensions: to unwrap them from underneath their own Chrsitmas tree and take them for a virtual walk in their very own sitting room – with a few hidden basketball related AR extras too.
To unbox and explore the new Jordan Gatorade AJ1s through the Foot Locker Snapchat Lense, consumers were invited to simply snap the code at the end of the video to unlock the lens.
The tech-led teaser, the first AR unboxing experience, was created in harness with agency BBDO New York
Comment:
This shareable, seasonal AR initiative leveraged the contemporary ‘unboxing’ marketing phenomenon and turned a product demonstration into a fresh, fun and shareable experience rooted in contemporary sneaker culture.
This was one of the festive season’s more sports sector’s most notable festive season, new tech platform promotions and one which ran in parallel to a similarly social media style spearhead spot fronted by San Antonio Spurs super star Kawhi Leonard and called #BoldLikeKawhi (see case study).
Links:
Foot Locker
BBDO New York
