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Impressions

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Hours from sneaker launch to sold out 

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Influencers

Challenge

Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked us to integrate a new augmented reality feature into their existing mobile app. The app allowed Foot Locker to offer customers exclusive content and experiences timed to limited-release product drops. The inaugural experience came in the form of an AR scavenger hunt coined “The Hunt” timed with one of the most anticipated shoe drops of the year—the new LeBron 16 King “Court Purple” sneaker launch.

Solution

To celebrate LeBron James’ regular season debut as a Laker, Foot Locker offered sneaker-obsessed consumers in Los Angeles a chance to be one of the first to buy a pair of the new LeBron 16 King “Court Purple” sneakers--but with a twist. However, instead of camping in line for their kicks, fans were invited to engage in “The Hunt” by using their newly updated Foot Locker app to unlock geo-targeted AR clues throughout the city, eventually leading them to the coveted limited-edition LeBrons.

Results

The clues were influenced by perceptual art and featured three- dimensional AR installations inspired by the newly minted Laker. ​Hundreds participated in “The Hunt” and the shoe sold out in less than two hours. In total, the campaign created 169 million impressions through the advocacy of 173 influencers, making the campaign a gamification success.

dentsu gaming

Gaming’s ever-expanding influence on culture, coupled with the promise of the metaverse, has created an almost-limitless suite of opportunities for marketers. However, there is no audience quicker to reject insincere brands entering their space than the gaming community. At dentsu, we bring together passionate, multifaceted expertise to enable brands to become part of the culture rather than interrupt it.  We call this: Culturally Connected. As champions for meaningful progress, we stand with the creators and players to make the future of gaming inclusive and accessible for all.