Geo-Smart Flash Sale: Nike Taps Gen Z via Exclusive Snapchat
Sneaker giant Nike has collaborated on a geo-smart online flash sale hosted on Snapchat, considered Gen Z’s favourite social media app.
An exclusive pre-release promotion of its Air Jordan III Tinker sneaker (to hit stores in March) was tied to a location. People were required to attend the NBA All-Star game on February 18 in the Staples Center in Los Angeles to buy the sneaker in-app.
Powered by geo-location-triggered content – a geo fence was installed over the stadium – game attendees were able to unlock specially designed augmented reality lenses. Push notifications were sent to phones and included exclusive snapcodes. Consumers scanned them to be redirected to the in-app purchasing area.
The shoe sold out within 23 minutes as consumers responded enthusiastically to the promotion, which tapped the appeal of instant gratification and seamless purchase integration.
E-commerce platform Shopify managed order-taking, while on-demand fulfilment start-up Darkstore facilitated same-day delivery to consumers’ homes. Darkstore exploits excess storage capacity in malls and transforms them into on-demand fulfilment centres where brands can store goods for a small commission.
Snap, the owner of Snapchat, is exploring in-app e-commerce with a view to earning sale commissions. Brands should be encouraged to explore the potential of similar collaborations. With stories deleted after 24 hours, Snapchat champions instant and spontaneous content for consumers with short attention spans – the kind of consumer who also impulse shops.
See Harnessing the Hype and Nike Battles E-Purchasing Bots Via Geo-Smart Promos for more on Nike’s push into mobile flash-commerce experiences.