R/GA created a Snapchat experience for Jordan Brand’s 30th anniversary on NBA All-Star Weekend, with the help of Darkstore and Shopify.
The experience, which celebrated the 30th anniversary of Michael Jordan’s All-Star Slam Dunk Contest dunk from the free-throw line, allowed fans at the 2018 NBA All-Star game to relieve that moment with their cellphones, and also gave a few early access to the latest sneaker release. According to R/GA, it was the first time a sneaker had been sold directly and delivered within hours.
In Los Angeles, consumers discovered a 3D, augmented reality “A/R Jordan” Snapchat Lens. When activated, the lens featured Jordan taking off for his now-famous dunk, where he leapt from the free-throw line. The lens was only available on the Sunday afternoon (before the official All-Star Game), at three locations: Staples Center, entertainment venue LA Live, and Footaction outpost 23 Black. Users of the app, on location and globally through a special Jordan Brand Snapcode, could physically walk around Jordan to experience the dunk from all angles.
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, named after the designer of the original Jordan sneakers, with same-day delivery.