Victory Mode
- Brand
- Nike
- Year
- 2024
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Quiz & Trivia
- Platform
- AR & VR
- Agency
- Arcadia
Objective
Nike wanted Paris teenagers active during the Olympic summer, in a city where, by the brand's own count, only 9% of the surface is playable field — leaving most kids nowhere to compete. Snapchat reaches over 90% of French youth, so Nike used it as a stand-in playing field: a way to reach teens digitally and pull them toward real Victory Mode events, pop-ups and stores across Paris.
Solution
Open the lens and point the phone at the sky: the space above Paris becomes the game board, with a compass-like beacon showing the direction and distance to the nearest Nike event or participating store. Walk there and the lens opens an AR Victory Dome, a live citywide leaderboard hovering at its center, then drops the player into the AR Victory Arcade for a run of basketball and football challenges scored against everyone else playing across the city at that moment. Alongside it runs a scavenger hunt: travelling to other marked spots around Paris, tapping the AR Nike icons found there surfaces products and exclusive events and banks bonus points onto that same shared leaderboard. There's no single finish line — a session ends whenever the player stops chasing the next beacon, with their score standing against the rest of the city until they come back.
Results
23 million paid impressions, plus 383,000 organic and 642,000 Snap Star impressions. Over 2,000 teenagers attended the first Victory Mode event, the physical stop the lens's AR beacon was built to route players toward.
- 1
Players unlock the Victory Mode lens inside Snapchat, reached through Snapchat ads, Snap Star posts or a Snapcode rather than a website.
- 2
The rear camera turns the sky above Paris into the playing field, anchoring AR graphics overhead so the city itself becomes the game board.
- 3
A compass beacon in the sky points toward the nearest Nike pop-up or participating store and its distance, updating in real time as the player walks through the city to reach it.
- 4
Arriving at a venue opens the AR Victory Dome, an arena rendered around the player with a live citywide leaderboard showing their current standing.
- 5
Inside the dome the player runs the AR Victory Arcade, a sequence of sports challenges — including an AR basketball shootout and a football task — played back to back for a combined score.
- 6
The arcade score posts to the shared scoreboard, updating the player's live rank against other participants across Paris.
- 7
A parallel scavenger hunt sends players to other Paris locations, where tapping AR icons opens information on Nike products and exclusive events tied to that spot.
- 8
Scavenger-hunt points feed the same leaderboard total as the arcade runs, so exploring the city and playing the arcade combine into one running score the player can keep building all summer.
