JD has unveiled an augmented reality (AR) arcade machine game at its Oxford Street store.
Teaming up with Snapchat, the brand has launched an experience that transforms the front of the JD store into a free interactive AR claw grabber game.
Once Oxford Street shoppers scan the Snapcode on the store window the popular claw machine arcade game appears on the storefront in AR.
The campaign is reportedly the first time a UK brand has turned a physical retail shop front into a giant, gamified AR arcade experience. Fans of the brand’s Christmas ad and recent 3D billboard in Piccadilly Circus will recognise the signature JD teddys which featured in its ‘King of the Game’ festive spot.
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“JD has always been at the forefront of progressing youth culture and supporting talent hustling to be at the top of their game,” JD Sports global group marketing director, Nadia Kokni, said.
“With this year’s campaign celebrating the spirit of competition and the magic of Christmas, we also wanted to push boundaries with dynamic experiences enabling fans to experience the energy and euphoria of the JD ARcade.
“JD believes that competition creates kings. Whether you’re performing on the professional stage, creating beats in your bedroom, or competing with your friends to have the freshest winter sportswear look, as the number one destination for sports fashion, JD is undisputed at Christmas and has you covered. The big question is are you ready?”
