Facebook recently announced that brands could tap into their Camera Effects Platform to deliver AR experiences alongside Messenger bots.
Kia, Sephora, ASUS and Nike participated in a closed beta, but it was Nike who stole the show — actually selling out of the product they were promoting in a matter of minutes. They did it by focusing on passionate sneakerheads, and offering them exclusive access to a limited edition shoe: the Kyrie 4 Red Carpets, a collaboration with star NBA point guard Kyrie Irving.
To get access, fans had to obtain and line up a ‘secret knock’ made up of emojis, unlocked by opening Messenger and chatting to the SNKRS bot.
The shoe would then appear on a podium rising from the ground, allowing users to view the shoe in 3D space.
Facebook also released a little promo showcasing some of the executions from the four brands that participated: