Avatar customization is increasingly becoming a new form of expression and a new opportunity for brands, and Snapchat, through its popular Bitmoji avatars, is looking to capitalize on this shift by incorporating new digital clothing options into its offering. .
And this could turn out to be a significant step.
In a new partnership, Snapchat and adidas have teamed up to launch a new Bitmoji-exclusive clothing line that, for the first time, can be purchased through in-app tokens.
According to Snapchat:
“We are excited to announce the first Bitmoji Drop in partnership with adidas allowing Snapchatters to use Tokens to claim an exclusive Sports jacket “Into The Metaverse” (ITM). Until Friday, December 9, Snapchatters can claim an exclusive adidas ITM track jacket in the brand’s recognizable yellow colorway, complete with adidas web3 logo and black stripes on the sleeves.”
As you can see, the new virtual jacket could be an eye-catcher for your Bitmoji character, potentially making it a coveted digital collectible within the app.
But it is the purchase process in this case that is most interesting.
As Snap points out, users will be able to purchase the ITM sports jacket in-app for 250 Snap tokens. Tokens can be purchased in-app and can be exchanged for goods within Snapchat’s various stores and offers.
As you can see in this image, Snap tokens come in variable packages and can be used in Snapchat’s various purchase and access offerings, which Snap hopes to expand to a broader digital commerce ecosystem within the app.
Bitmoji is a key tool for Snap on this front. Cartoony doppelgangers are used by more than 250 million people every day, while more than 1 billion Bitmoji avatars have been created in total. As the metaverse momentum continues to take shape, that could prove very important, as users will increasingly seek the best avatar options to represent them in these digital spaces, and with so many people already developing a connection with their Bitmoji, that could look broader. adoption of these characters as representative tools.
Snapchat also notes that it has already seen strong engagement with its Bitmoji-exclusive fashion drops, with its recent Air Jordan 2 x J Balvin sneakers claimed by over 2 million Snapchatters.
Which of course is just a fraction of Snap 363 million daily active users. But that’s the thing: Snap doesn’t need all of its users to buy digital items for this to be a profitable initiative, with a relatively low cost of production, since there are no physical goods and therefore, much less outlay for these products.
Though Snap is also experimenting with processes that could eventually allow users to turn their Bitmoji clothing purchases into real-life items, providing a greater connection between their online persona and their real selves.
Put all the pieces together—tokens, exclusive items, and actual product conversion—and you can see Snap’s commerce systems framework take shape, as you look at the next stage of digital connection and where your platform fits within it. .
To claim your own adidas Bitmoji jacket:
Go to your profile
Tap on the Bitmoji option and then tap on the adidas Bitmoji Drop banner
Tap “Claim and Use” to use tokens to buy your jacket
The jacket will be added to your avatar’s outfit and saved to “My Closet” in Bitmoji Fashion so it’s accessible once the launch is complete.
Source: news.google.com