Nike Battles E-Purchasing Bots Via Geo-Smart Promos
Nike has created two real-life scavenger hunts both powered by its free SNKRS app – capitalising on the rise of ‘sneakerhead’ culture and providing footwear fans with a way to beat the automated bots increasingly being used on ‘instant drop’ (sneaker release) apps to acquire shoes in seconds.
The app has three key features:
- SNKRS Cam: Deliberately devised to incite more product photos, the Cam prompts users to capture specific images – for instance, tasking them with scanning a poster at a specific location. On doing so, an augmented 3D rendering of the shoe appears, which users tap to unlock an in-app purchasing window.
- SNKRS Stash: Stash gives fans 360° panoramic visual hints regarding ‘drop’ locations (always within the city they’re in), but users are left to decipher exactly where. Upon arrival, fans scan their surroundings with their phones to discover the exact Stash Spot. They’re then required to log in physically with an “I’m here” button, and can buy in-app.
- Shock Drops: This alert mechanism notifies users of sudden releases in selected stores via push notifications delivered just moments beforehand.
The PSNY Air Jordan model, co-created by American fashion label Public School NY, was promoted via the Stash feature in NY, Paris and Milan. Meanwhile, to buy Nike’s SB Dunk High Pro ‘Momofuku’ shoe, fans had to scan a menu at US chef and skate aficionado David Chang’s New York restaurant Momofuku with the Cam feature.
See also Social Media to Store and Harnessing Sneakerhead Sales, publishing October.