As the 2019 FIFA Women’s World Cup draws closer and the US Women’s National Team (USWNT) kick-off their pre-tournament warm up competition, Nike teamed up with Snapchat to offer a lens that enables fans to show their support, try on the new home and away shirt and shop it at Nike.com.
Nike marketers have created an AR Lens that enables users to ‘try on’ the new team jersey socially and then link to Nike.com to purchase it.
This shoppable lens is only live for a day and, once used, a link out/swipe up opportunity to buy the jersey will appear, allowing users to go from trying it on to purchasing it in only a few clicks.
The USWNT soccer lens was made available on 9 May to coincide the start of the ‘Send-Off Series: a tournament starting on 12May in while the USWNT play warm up games against South Africa, Belgium and Mexico.
The fun starts this weekend! Pick a city and come see us at the #SendOffSeries!
Santa Clarahttps://t.co/dy8355g5If
St. Louishttps://t.co/5gYTyoc9u1
Harrisonhttps://t.co/nzufj6TqEw pic.twitter.com/TWokTLF6Ne— U.S. Soccer WNT (@USWNT) May 8, 2019
The kits are also available for purchase online and in-store.
So fresh and so clean in 2019.
Our kits are on sale now. Head to https://t.co/OzcTMutqpq to get yours! pic.twitter.com/UZkFCIPhoj
— U.S. Soccer WNT (@USWNT) May 9, 2019
Comment:
This is the first time that Nike has ever created a shoppable Snapchat activation
But it was back in 2018, when Snap launched Snapchat’s native shopping experience, that Jordan became the first brand other than Snap to sell a product (the Air Jordan III ‘Tinker’) via Snapchat.
That shoe sold out in 20 minutes.
Foot Locker also ran a January 2019 Shoppable Snapchat unboxing initiative for the Gatorade AJ1s lanch (see case study).
Snapchat may be undergoing some kind of identity crisis, but users certainly are fond of its lenses and making them shoppable certainly makes plenty of sense.
As platforms like Snapchat and Instagram evolve, shoppable opportunities turning them into purchasing platforms seems a natural evolution.
The USWNT’s first Women’s World Cup match in France is on 11 June.
This France 2019 Nike USWNT shirt launch follows on from its Canada 2015 Women’s World Cup US kit launch #NoMaybes campaign (see case study).
Links:
Nike
https://www.snapchat.com/add/Nike
https://www.instagram.com/nike/
https://plus.google.com/u/0/+nike
USWNT
https://www.ussoccer.com/womens-national-team
https://www.instagram.com/ussoccer/
https://www.facebook.com/officialussoccer
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