Jordan Brand: A/R Jordan

 

Campaign Summary

Jordan Brand used AR technology to recreate a dramatic moment from the 1988 NBA Slam Dunk Contest.

Insight, Strategy, and the Idea

During the 1988 NBA Slam Dunk Contest between Michael Jordan and Dominique Wilkins, Jordan used a full-court runway to take off from just inside the free-throw line, double-clutching his right arm and kicking his legs as he flew over the 15 feet to the rim. It was one of the greatest high-flying slam dunk displays in history.

Jordan Brand sought to capitalize on the cultural memory of that moment to promote the launch the Air Jordan III Tinkers, the latest version of the sneakers Jordan was wearing the night of his iconic dunk. The company used a replica of Jordan from the video game NBA 2K to recreate it in Augmented Reality and released the lens through Snapchat, where fans were also able to shop for the the Air Jordan III Tinkers, bringing e-commerce and Snapchat together for the first time.

Execution

Jordan Brand carried out the campaign through a partnership with four key partners: NBA 2K, which provided a 3D model of Michael Jordan in his iconic slam dunk pose; designers at Snapchat; e-commerce experts at Shopify; and the delivery venture company Darkstore, which delivered the sneakers to shoppers within two hours of their purchase.

Results

As a result of the effort by Jordan Brand:

  • The yet-to-be-released Air Jordan III Tinkers sold out within just 23 minutes of the campaign’s launch during the NBA All-Star weekend.
  • One snapcode reached 5.8 million unique users.

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