Sports Direct x NFL Prize Locker
The NFL London Games are back after a long-anticipated return. Sports Direct wanted to celebrate with a retail campaign dedicated to the NFL International Series.
Sports Direct’s brief was clear: create an interactive in-store experience that celebrates the NFL International Series and drives store visits and social engagement. To foster a connection between the brand and its audience, we created a solution that captures attention and delivers tangible rewards.
Engaging fans while driving footfall to Sports Direct stores; Noonah’s Prize Vault experience was the only solution.
Prize Vault: an interactive solution that captures attention and delivers tangible rewards.
Prize Vault emerged as the perfect solution to Sports Direct’s challenge. Drawing inspiration from the thrill of American football, we designed an interactive experience centred around custom-built Prize Vault technology resembling American-style lockers. Embellished with branded artwork and equipped with touch screens displaying custom messaging, these ‘Prize Lockers’ captured the spirit of the NFL.
Participants were invited to enter the competition by scanning QR codes on the lockers, taking a branded selfie for social media and filling in their details. This led them to receive unique codes in their inboxes. Armed with their codes, participants eagerly approached the Prize Vault, hoping to unlock desirable prizes such as NFL tickets and merchandise. To heighten the excitement, football-themed sound effects were incorporated, immersing participants in the thrilling atmosphere of the game.
We drove significant footfall to Sports Direct stores while generating buzz on social media. Furthermore, the campaign’s success was not solely measured in metrics but also in memorable moments. The joy of the first winner, whose birthday coincided with their win, tied into the campaign’s essence — creating unforgettable moments and connection with the audience.
By harnessing the power of interactive experiences, Noonah has enabled brands like Sports Direct to forge deeper connections with their audience, driving footfall, fostering brand loyalty, and creating unforgettable moments that transcend traditional marketing strategies. As brands continue to seek innovative ways to engage consumers in an ever-evolving retail landscape, Noonah stands ready to unlock new possibilities.
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