Jordan Brand celebrated the 30-year anniversary of Michael Jordan’s legendary NBA All-Star Slam Dunk Contest free throw line dunk with an exclusive, first-of-its kind Snapchat augmented reality and e-commerce experience. This put greatness into the hands of a new generation, many of whom got early access to the Air Jordan III Tinker, marking the first time ever a sneaker has been sold directly through Snapchat and delivered within hours.
In Los Angeles, where NBA All-Star 2018 took place, consumers discovered a 3D, augmented reality “A/R Jordan” Snapchat Lens featuring Michael Jordan completing his 1988 NBA All-Star Dunk Contest free-throw line dunk. The Lens was available on Sunday afternoon, around Staples Center, LA Live and at 23 Black, where Jordan Brand capped off the evening with a special concert. Once the Lens was activated within the Snapchat camera, consumers could physically walk around Michael Jordan to experience the dunk from all angles. This Snapchat Lens was also made available globally via a Snapcode posted to Jordan’s social channels and via Snap Ads running in the app that consumers could see and “swipe up” on to unlock the Lens.
Jordan Brand in partnership with Snapchat, Darkstore, Shopify, and R/GA also brought a groundbreaking e-commerce experience to life for consumers. By scanning special Snapcodes consumers could unlock a Snapchat e-commerce experience, powered by Darkstore and Shopify that provided exclusive pre-release access to purchase the AJ III Tinker with same-day delivery.
This activation was another example of Jordan Brand continuing to pioneer the Future of Flight, break barriers and push the limits as it welcomes a new generation to experience greatness.