Project delivers super experience
JOIN THE LEAGUE WITH AT&T | New York, Chicago, San Francisco, Boston
scope: 4 locations
completion: October 2017
Shop! member Twenty Four 7 contributed to the visual elements and design
DELIVERING A NATIONAL CAMPAIGN ACROSS FOUR CITIES IN THREE DIFFERENT TIME ZONES SIMULTANEOUSLY, this week-long Hollywood superhero “takeover” provides a totally immersive experience at the retailer’s three flagship stores and its Times Square location.
Using experiential-based retail design elements to capture attention, the experience begins before setting 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.
Using facial recognition and interactive AR technology, anyone walking past can have their face superimposed on the body of one of four different 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 inform users that photos can be taken and sent via email, further drawing people inside. Data shows over 3,700 people shared their contact info. The project also contributed to a 177% increase in DIRECTV subscriptions.