Adidas has partnered with Snapchat and Dick’s Sporting Goods to launch its new 8-BIT cleats in a fresh and unique way. Consumers can now purchase the limited-edition cleats directly through Snapchat’s retro, 8-bit style mobile game called “Baseball’s Next Level” through the end of October, coinciding with the Major League Baseball playoffs and World Series.
Adidas and Snapchat Collaborate To Introduce New Baseball-Themed Mobile Game
Adidas and Snapchat’s mobile game, “Baseball’s Next Level” is inspired by Adidas 8-BIT Adizero and IconV cleats. In the game, players can select their 8-BIT cleats of choice and swing away as their favorite MLB players while taking part in a home run derby challenge. At the end of the game, players can choose to play the game again, or “Shop Adidas” to purchase the limited-edition cleats. The Adizero and IconV feature details including 8-bit patterns and coin graphics on the tongue of the shoe, and arrows pointing upward on the heel, designed to represent a gamer “leveling up” in a video game.
Adidas Uses Augmented Reality (AR) Experience To Drive Sales
Adidas also previously worked closely with Snapchat to create an augmented reality (AR) shopping experience for Adidas apparel and accessories. The AR experience allowed users to digitally try on the Adidas Ultraboost shoes directly in the Snapchat app. Users were able to tap on the Adidas logo in the Snapchat lenses menu bar and watch a brief unboxing video of the shoes before choosing to see more information or try on the virtual shoes. With more than 70 million Snapchat users interacting with AR lenses every day for an average of three minutes, Adidas pushed to leverage AR try-ons to better connect with consumers and increase engagement. Through the AR lens experience, Adidas was able to boost engagement and seamlessly drive consumers to purchase their products.
The Growth In Social Commerce Can Help Brands Connect With Younger Consumers
According to the Wall Street Journal, 90% of Snapchat’s monthly users across all mobile platforms in the U.S. are between the ages of 13 and 25, and more than 59% of Gen Z shoppers ages 18-23 and 55% of Millennials ages 24-37 say they often discover products through social media platforms. Further, 44% of shoppers ages 18-34 say they have actually purchased products through social media. Companies that use more immersive, interactive mobile ad experiences within social apps may have a higher chance of compelling mobile users to actively engage with their brands.