JD Sports turns London Oxford Street storefront into giant arcade machine

To promote its festive campaign, King of the Game, JD has teamed up with Snap to create an augmented reality experience transforming its Oxford Street, London storefront into a free, interactive AR claw grabber that replicates the one seen in the retailer’s commercial.

To play, shoppers can scan the Snapcode on the corner of the JD Oxford Street store window, to see the claw machine arcade game appear on the storefront in AR.

Alternatively, they can point their Snap Camera at the storefront and use the Scan function to unlock the AR experience, thanks to Snap’s Landmarker technology.

Snapchatters will be able to try their hand at the grabber machine, loaded with footwear and signature JD teddys which appear in its King of the Game Christmas film.

Nadia Kokni, Global Group Marketing Director, JD Sports, comments: “JD has always been at the forefront of progressing youth culture and supporting talent hustling to be at the top of their game.”

“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.”

For shoppers that can’t get to the capital, throughout December, physical JD Arcades will be rolled out via a tour across Bristol (3rd and 4th Dec), Dublin (6th – 12th Dec), Manchester (10th and 11th Dec)  and Glasgow (17th and 18th Dec), where instant prizes can be won.