Unbox Before They Drop
Foot Locker
Issue 47 | June 2018
Agency
BBDO New York
Creative Team
Chief Creative Officer David Lubars (BBDO Worldwide) Chief Creative Officer Greg Hahn (BBDO New York) Executive Creative Director Dan Lucey Associate Creative Director/ Art Director Marcus Johnston Associate Creative Director/ Copywriter Jim Connolly
Production Team
Agency Producer Director of Integrated Production David Rolfe Director of Interactive Production Joe Croson Senior Integrated Producer Mo Twine Production Company North Kingdom Producer Karolina Czabaj Developer Fredrik Lindakl 3D Artist Daniel Wallstrom/ Samuel Lundsten/ Piotr Adamcyzk
Other Credits
Account Team Janelle Van Wonderen, Laura McWhorter, Sam Henderson, Christian Martinez Planning Director Steve Panawek Communications Planning Director Patrick Tomasiewicz Communications Planner James Mullaly
Date
December 2017
Background
‘Unboxing’ videos of limited release sneakers are watched by millions. But with hot sneakers selling out quicker than ever, these videos are the closest that most sneakerheads will ever get to unboxing the sneakers for themselves. To launch the new limited-edition Air Jordan Gatorades over Christmas, Foot Locker wanted to give everyone the thrill of unboxing the sneakers before they sold out.
Idea
Foot Locker launched the first Snapchat augmented reality unboxing experience to let every sneakerhead explore the eagerly awaited new Air Jordans a day before they dropped. The innovative lens allowed users to explore the sneakers in 3D, take them for a walk, and find hidden extras, like a basketball hoop and Gatorade vending machine. By tapping into the unboxing phenomenon, Foot Locker turned a product demo into a highly shareable experience that is rooted in sneaker culture.
Results
There were over 500,000 lens views and an average of 45 seconds engagement time, which was 300% longer than the Snapchat standard.
Our Thoughts
Brands need to go where their customers go. And Gen Z go to Snapchat. But simply barging your way in on their media isn’t enough to get noticed. You still have to be relevant and interesting and that’s what this campaign achieves in buckets. It’s a very cunning teaser campaign, raising excitement about the new trainers a day before the official launch – on the very day when a lot of teens may well be a bit richer than they were a couple of days earlier thanks to generous parents and relatives and (temporarily) able to buy new footwear.
Great marketing supported by smart advertising.