Levi’s® and Snapchat are celebrating Pride Month by bringing consumers a first-of-its-kind shopping experience within all U.S. mainline stores. Through the end of June, Snapchat shoppers can unlock a special Pride Lens by scanning the QR code posted within the store or by receiving a Snapcode from a friend.
Once unlocked, the lens uses augmented reality technology to create a personalized, seamless brand experience, both in store and on social media. Shoppers can virtually try on a Trucker jacket, and the technology traces the body’s movements to ensure the fit is as accurate as possible. Then it’s time to customize the jacket: There are two shades of denim and six new pins and patches designed just for Pride ‘19. Lastly, shoppers can order the jacket through the app and — of course — share a photo or video of their creation on Snapchat.
Not only does the collaboration mark the first multi-product commerce experience on Snapchat, it’s also a powerful move by the Levi’s® brand to leverage social media to connect with consumers beyond stores and ecommerce.
“As a brand we need to make sure we intersect with our consumers wherever and whenever they want to shop,” Brady Stewart, senior vice president, LSA Digital, told Adweek. “The idea is to help consumers get Pride ready — testing the boundaries of retail by partnering with Snap to provide multi-product checkout.”