Sports Direct x NFL Prize Locker
To celebrate the return of the NFL London Games, Sports Direct launched a dedicated retail campaign in honour of the NFL International Series.
Looking to engage fans and drive store visits, they partnered with Noonah to create a high-impact in-store prize giveaway.
The result was an interactive Prize Locker experience that captured attention, drove footfall, and sparked brand relationships both in-store and online.
Engaging fans while driving footfall to Sports Direct stores; Noonah’s Prize Locker experience was the only solution.
The Brief
Sports Direct wanted an in-store activation to generate excitement for the NFL International Series.
As with all successful in-store activations, it was also important that the event:
- Drove traffic into physical stores during the campaign period
- Encouraged user-generated content and social sharing
- Captured customer data for future marketing
The activation needed to be visually striking, simple to participate in, and capable of delivering memorable moments for shoppers.
Our Approach
Our in-house developers created a branded Prize Locker experience inspired by the thrill of American football.
We designed custom-built prize lockers to resemble American-style football lockers, complete with vibrant NFL branding and touchscreen interfaces.
To take part, visitors:
- Scanned a QR code displayed on the Prize Locker
- Took a branded selfie to share on social media
- Entered their contact details via a mobile landing page
Each participant then received a unique entry code by email.
Upon returning to the Prize Locker, they entered their code to find out whether they had unlocked a prize – ranging from exclusive NFL merchandise to NFL game tickets.
Football-themed audio effects enhanced the experience and reinforced the campaign’s connection to the NFL.
The Result
The activation successfully met its objectives:
- Drove significant footfall to Sports Direct stores during the campaign
- Collected first-party customer data through the entry process
- Generated buzz across social media platforms with branded selfies and winner stories
The Prize Locker experience created lasting memories, including one standout moment where a customer won NFL tickets on their birthday – a perfect reflection of the campaign’s goal to deliver authentic, feel-good moments that connect people to the brand.
Why Use Prize Giveaways for In-Store Retail?
Prize-led in-store activations, like the NFL Prize Locker, are powerful tools for retailers looking to:
- Increase store visits
- Build emotional connections with shoppers
- Capture GDPR-compliant marketing data
- Encourage social sharing
These interactive experiences create value for both the customer and the brand – making them a proven strategy in modern retail environments.
Want to Launch Your Own Prize Giveaway?
Contact Noonah to explore how we can tailor an in-store prize activation to your brand
