A/R Jordan
We celebrated the 30th anniversary of Michael Jordan’s infamous free throw line dunk by partnering up Jordan brand with Snapchat to create the first shoe drop to happen through A/R during the 2018 NBA All-Star Weekend.
The Approach
Leading up to the 2018 NBA All-Star Weekend, we wanted the A/R Jordan experience to generate buzz and get Jordan fans hyped for what was about to happen. During that weekend, the A/R Jordan experience would be geolocated to specific basketball courts around Los Angeles so that fans could witness His Airness taking off from the actual free throw line. Afterwards, the A/R Jordan Snapchat lens would be made available to everyone else.
The following are two options we considered for rolling out the experience during the NBA All-Star Weekend.
A/R Jordan as a Fixed Geolocated Experience
How It Works
As fans made their way onto 1 of 12 basketball courts around LA, they would receive a push notification introducing them to the A/R Jordan experience. Through the A/R Jordan Snapchat Lens, fans would then be directed to the exact location on the court where they would bear witness the dunk.
Sound Thinking
To further immerse fans into the moment, we wanted to include sound. As fans entered the court, ambient cheers could be heard. As fans got closer to the free throw line and to A/R Jordan himself, the sound of announcers prepping spectators for MJ’s dunk would come into the foreground.
A/R Jordan as a Snapchat Lens (not geolocated)
How It Works
At the event itself, a Snapcode is pasted on the foul line alongside with the historic date. It was an invitation to time travel back to 1988. Snapping the code would bring up the A/R Jordan Lens.
Shopping in A/R
In early 2018, purchasing product through a Snapchat Lens was not possible, but we still pushed for it to be integrated into the A/R Jordan Lens. Here were some of the suggested flows that required fans to snap and share a photo in order to get access to product.
Fans are required to snap and share their photo/video in order to get access to product.
This option reduced the number of steps required to get product, but still required fans to share their snap.
With the deadline quickly approaching, building additional e-commerce functionality into Snapchat would push us beyond our drop dead date. We decided to go with a separate Snapcode that fans would snap in order to get product at the event.
The Highlight Reel
Results
The sneaker sold out in only 23 minutes
A/R lens quadrupled previous engagement levels and raised the bar for shoppable video
R/GA Team
Benjamin Williams / VP, Executive Creative Director
Gabriel Cheung / Creative Director (Visual Design)
Gene Lu / Creative Director (Experience Design)
Harry Peacham / Strategy Director
Anna Sposito / Sr. Producer
Ricky Vega / Executive Producer
Sam Levy / Group Account Director
