Cannes Lions
R/GA PORTLAND / JORDAN BRAND / 2018
Awards:
Overview
Entries
Credits
Description
We turned a moment that immortalized MJ in basketball history, into the most iconic shoe drop to ever go down. Starting with a replica of Michael from NBA 2k, and a team of 3D artists at SnapChat, we immortalized MJ’s icon slam dunk in Augmented Reality and released the lens around the world. Using SnapChat, fans were able to shop the latest version of the shoes Michael was wearing, the Air Jordan III Tinkers, bringing e-commerce and SnapChat together for the first time ever.
Execution
We pulled in four key players: NBA 2K who provided a 3D model of Michael Jordan in his iconic slam dunk pose, experience designers at SnapChat, e-commerce experts at Shopify and two-hour delivery venture company Darkstore who delivered the sneakers to fans in under two hours. The lens went live at the NBA All-Star weekend, and spread around the world. It was the first time that someone could purchase something on SnapChat, and the yet-to-be-released Air Jordan III Tinkers sold out in just 23 minutes.
Outcome
One snapcode reached 5.8 million unique users. SnapChat registered 4x the normal user engagement on their platform - unprecedented performance in the history of the brand. For the first time ever, we brought e-commerce and SnapChat together making it possible for someone to purchase a pair of sneakers on the platform. They sold out in just 23 minutes.
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