Project delivers super experience
JOIN THE LEAGUE WITH AT&T | New York, Chicago, San Francisco, Boston
completion October 2017
Contributing Shop! member Twenty Four 7 visual elements, design
PROVIDING AN IMMERSIVE EXPERIENCE ACROSS FOUR CITIES IN THREE TIME ZONES SIMULTANEOUSLY, this week-long Hollywood superhero campaign “took over” three flagship stores and a Times Square location. Experiential-based retail design elements capture attention. The experience begins before consumers set foot inside the stores. Windows feature giant interactive displays, with live recordings on each screen. The screens are large enough to draw attention in front of the store, as well as from across the street.
Facial recognition and interactive AR technology enable anyone walking past to have their face superimposed on the body of one of four superhero characters. Multiple characters can be displayed on each screen and remain until the person turns away from the window. Each window panel also permits passersby to look into the stores and view Justice League displays that include life-size costumed characters, rare props, comic book memorabilia, and never-before-seen clips of the new movie.
Signage in the windows informs users that photos can be taken and sent via email, further drawing people inside. Over 3,700 people shared their contact info. The project also contributed to a 177% increase in DIRECTV subscriptions.