In what was a sneaky maneuver to outdo the competition in sneaker sales, Adidas created an augmented reality Snapchat lens that allowed people to try on their shoes virtually by pointing their phones at their feet. The company targeted people shopping at their competitors’ stores and used Apple’s AirDrop to drop the experience onto their phones, and millions of customers tried on Adidas shoes while shopping for other brands. The campaign generated 170 million Snapchat impressions and 60 million try-ons.