adidas has created a Snapchat game in order to promote the release of limited edition baseball cleats, which are 8-bit themed. The Snapchat game is titled Baseball's Next Level, and it is the first instance of Snapchat providing the ability for users to make in-app purchases in a game. Those who do not have Snapchat are also able to purchase the cleats through the adidas website.
The game will be available through October, and the cleats have a price point of $130. adidas marketing the cleats through a Snapchat game allows customers to interact with the product in a vastly different way than conventional advertising. As a result, the interactive game may entice more consumers, especially since the cleats can be purchased within the game.