Foot Locker has created the first ever AR unboxing experience on Snapchat prior to the launch of the new Gatorade AJ1’s.
Usually, only a few privileged sneaker influencers get to unbox new sneakers ahead of their official launch date. And while they do so, millions of sneaker heads are left with nothing but waiting for these influencers to share some snippets of their experience on social media.
What if this did not have to be the only way? What if everyone got to unbox the new Air Jordans this time?
On top of providing a sneak 3D preview of the sneakers, the innovative Snapchat Lens also invites users to “take them for a walk” – and even dance – around their living room, and explore their surroundings looking for hidden extras like a basketball hoop for example.
By tapping into the unboxing phenomenon, Foot Locker has turned a product demo into a highly shareable experience that is rooted in sneaker culture, and on a platform that their target audience loves.
Is this the first of many Snapchat unboxings?
Title: Foot Locker – Snapchat Unboxing Lens
Agency: BBDO New York
Client: Foot Locker
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Dan Lucey
Associate Creative Director: Jim Connolly
Associate Creative Director: Marcus Johnston
Senior Project Manager: Amy Orgel
Director of Integrated Production: David Rolfe
Director of Interactive Production: Joe Croson
Senior Integrated Producer: Mo Twine
Director of Business Affairs: Bernadette Naughten
Business Affairs Manager: Heather Weissman
Account Director: Janelle Van Wonderen
Account Director: Laura Mcwhorter
Account Manager: Sam Henderson
Account Executive: Christian Martinez
Planning Director: Steve Panawek
Communications Planning Director: Patrick Tomasiewicz
Communications Planner: James Mullally
Production Company: North Kingdom
Producer: Karolina Czabaj
3D Artist: Daniel Wallström
3D Artist: Samuel Lundsten
3D Artist: Piotr Adamczyk
Developer: Fredrik Lindakl
Sound FX: RedPipe