UK-based footwear retailer Schuh has launched the 'Schuh Sneaker Hunt,' an interactive, augmented reality game that challenges customers throughout London, Manchester, Liverpool, and Glasgow to navigate their real-world surroundings in an effort to locate a hidden 'Schuh box.'
The AR-based game is accessible via Apple and Android app stores and leverages smartphone GPS technology to provide users with an interactive map of their neighborhoods. Once located, users can scan the mystery 'Schuh box' for a chance to win prizes, including a £1,000 Schuh voucher. According to the company, the campaign intends to engage the Gen Z market by inviting them to get outside and explore their cities in a fun and exciting way.
"PHD Manchester worked closely with us to create an innovative experience, allowing everyone the chance to take part, explore their city and local stores and hopefully be rewarded with a prize in doing so," said Alice Cleary, chief marketing officer of Schuh.
AR-Enabled Sneaker Hunt Campaigns
Schuh Wants Shoppers to Hit the Streets in Interactive New Game
Trend Themes
1. Ar-enabled Interactive Campaigns - Businesses can create interactive marketing campaigns using AR technology to engage with Gen Z consumers, incentivizing them to explore real-world surroundings for potential rewards.
2. Gamification of Real-world Environments - Industries such as retail can benefit from gamification of real-world environments by leveraging mobile technology and AR to provide a unique and engaging customer experience.
3. Geo-targeted Mobile Campaigns - Businesses can leverage smartphone GPS technology to create location-based marketing campaigns, driving foot traffic to local stores and incentivizing consumers with promotional offers and discounts.
Industry Implications
1. Retail - Retailers can leverage AR technology and location-based marketing to incentivize consumers to visit physical stores, increase foot traffic, and drive sales.
2. Marketing and Advertising - Marketers and advertisers can leverage mobile technology and gamification to create unique brand experiences and enhance customer engagement, resulting in higher brand loyalty and customer retention.
3. Tourism and Hospitality - Tourism and hospitality companies can use geo-targeted mobile campaigns to showcase local attractions and activities, driving tourism and engagement with local culture.