February saw Nike work with Snapchat and Foot Locker to create an immersive AR activation of LeBron James coming to life from a poster and emerge with a monster slo-mo dunk right in front of in-store customers.
The immersive, in-store activation, spearheaded by Nike and the NBA’s biggest hoops super star, was created in the House of Hoops by Foot Locker on Hollywood & Highland in Los Angeles and uses a Snapchat filter that triggers the animation when a user points their camera at the poster.
The Nike 2D poster comes to life in dynamic 3D as it slowly speeds up as King James soars overhead and slams the basketball through the hoop.
The mechanic is fairly straightforward: shoppers simply scan the Snapcode image beside the poser, then point their camera at the image to bring the AR experience to life.
.@KingJames dunking at Foot Locker through Snapchat AR.
@keiths pic.twitter.com/feJCsn0cHM
— B/R Kicks (@brkicks) February 6, 2019
LeBron himself was impressed enough to tweet out a video with the hashtag #Striveforgreatness.
His tweet picked generated 1.25m views in the first hour and since then has amassed more than 2m views, 12K retweets, and 51K likes.
#Striveforgreatness https://t.co/BvBUcyQbS0
— LeBron James (@KingJames) February 7, 2019
The initiative was developed with digital experience outfit Fishermen Labs.
“We’re really happy how it turned out. The growth was so organic with over 2 million views in 2 days,” said Fishermen Labs co-founder Eden Cheng.
“I’ve never seen something like that track so organically, especially for AR.”
While Jeff Miller, Global Head of Creative Strategy for Snap Inc, added that sports is [playing an important role in building the company’s AR.
“I am excited about the potential that the Nike LA-Snapchat experience represents because it pushes the boundaries of traditional advertising mediums. Our Marker AR enables brands to rethink their creative approach to print, outdoor ads and even packaging,” he argued.
“Sports are inherently communal — tapping into a shared passion for a given city, team and players. At Snapchat, we have a highly-engaged community of sports fans and deep partnerships across the major sports leagues globally. The Nike LA-Snapchat Marker AR experience is a natural evolution.”
Comment:
This in-store AR active image is impressive and cool.
It is an initiative that showcases Snapchat’s ongoing aim of bridging the gap between the digital and the physical worlds and when this is achieved with style and sense – as it is in this examples – it can lead to sports marketing success.
In the beginning of 2018, Snapchat had 84.8 million active users, but that number has grown in 2019, with over 90 million users snapping and unlocking other AR filters.
Links:
Nike
https://www.instagram.com/nike/
https://www.youtube.com/user/nike
Foot Locker
https://www.footlocker.com/houseofhoops.html
Snapchat
Fishermen Labs
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