The athletic apparel retailer is using Facebook bots, augmented reality, social media influencers and emojis codes to sell limited-edition kicks Kyrie IV, engaging customers as they interact on social media

Social commerce is the new retail frontier where brands are cautiously expanding, as social media platforms are becoming even more integral to acquiring customers. Shoe brand Nike took a big step forward by offering a limited-edition shoe that customers could only buy using Facebook Messenger AR beta.

The move was a huge success, as the sneakers sold out within an hour of their release. Users could access the shoes by entering a series of emojis, which they obtained from Nike social influencers, into the Facebook Messenger chatbot. Doing so would unlock the Kyrie IV ‘Red Carpet’ AR experience and granted users access to purchasing the shoe once they exited.

The sneaker market has proven to be adaptable to social commerce, with Nike selling out of a set of Air Jordans sold via Snapchat in 23 minutes. Nike is a trailblazer in this special online retail market, successfully implementing social media and augmented reality to drive brand engagement and sales around exclusive items.

Nike

Social commerce is the new retail frontier where brands are cautiously expanding, as social media platforms are becoming even more integral to acquiring customers. Shoe brand Nike took a big step forward by offering a limited-edition shoe that customers could only buy using Facebook Messenger AR beta.

The move was a huge success, as the sneakers sold out within an hour of their release. Users could access the shoes by entering a series of emojis, which they obtained from Nike social influencers, into the Facebook Messenger chatbot. Doing so would unlock the Kyrie IV ‘Red Carpet’ AR experience and granted users access to purchasing the shoe once they exited.