Adidas has launched a new, interactive campaign on Snapchat which, for the first time, will enable users to purchase a product via a game in the app. As explained by Snapchat: "Produced with AvatarLabs, and inspired by the new Adidas Baseball 8-BIT collection, featuring adizero and IconV cleats, the game features Adidas MLB icons: Aaron Judge, Carlos Carrera, Alex Bregman, Justin Turner and Kiké Hernandez, and invites players to pick their favourite 8-BIT cleat and MLB icon to participate in a homerun-derby challenge." Through the game, players will also be able to purchase the latest Adidas cleats, the first time such capacity has been expanded to a game, and a significant step in Snap's eCommerce efforts.

Instagram: New IM app for close friends

The Verge reported that Instagram was working on a new messaging app for close friends, which would include a new 'Auto-Status' feature that would help to keep people updated on your movements throughout the day. Now, it's here, with Instagram's 'Threads' rolling out to all users on iOS and Android. Essentially, Threads is another messaging app, with all the regular messaging features users have come to expect. Threads opens to the camera - like Snapchat - and provides quick, easy options for sending text, photo and video updates to a selected group of friends. Your contacts in Threads are defined by your Instagram 'close friends' list, meaning that the people you're connected with in Threads are only those within your inner circle.