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Nike’s experiment with Facebook Messenger AR

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.

User flow
User flow

The shoe would then appear on a podium rising from the ground, allowing users to view the shoe in 3D space.

Users had to unlock the shoes using an emoji passcode
If successful, the shoes appeared on a podium rising from the ground

 

Facebook also released a little promo showcasing some of the executions from the four brands that participated: