How Our Giant, In-Store Game Hooked Shoppers and Generated Leads
What We Did
T-Mobile was launching high-end, flagship stores in New York, Chicago, and San Francisco and wanted an in-store activation that demanded attention. Something big that not only drew customers in but also performed as a lead generator.
So how do you grab people's attention in a big way? With a larger than life arcade claw machine, of course!
An Arcade Experience Magnified
Customers played using a giant joystick, with an interactive screen guiding them through the experience. The catch? To play, they had to enter their information first — turning every round into a seamless data capture opportunity.
Everyone's A Winner
Whether customers walked away with a branded towel or a top-tier prize like an iPhone, the experience left them with a tangible reward and a positive association with T-Mobile.
Constant Engagement
We tracked usage for each store over months, and on average, each installation only had about 15 minutes of downtime per day. In other words, it successfully engaged visitors almost every minute the store was open each day.
Data that delivers
Our custom CMS powered the experience, allowing for real-time prize configuration and seamless integration with Google Analytics
Dream Team
Our collaboration with EWI was key to making this activation a success. While EWI expertly handled the hardware and fabrication, we brought the digital experience to life. From developing the CMS to integrating analytics, our team designed a seamless experience that kept participants hooked from start to finish.
Customizable Attract Loop
Designed to Surprise and Delight
On-Brand and On-Target
Wrapped in T-Mobile's signature magenta, the machine seamlessly aligned with the brand's visual identity, reinforcing recognition while delivering a fresh and exciting in-store experience.
Flexible and Scalable
The CMS allowed our team to make easy updates remotely to prizes and configurations across locations. This empowered the T-Mobile employees on the ground to adapt quickly to both customer and store needs.
Strategic Gamification
This activation went beyond just entertainment — it generated high-value leads. By integrating Google Analytics, each interaction provided game-changing insights, helping T-Mobile better understand customer behavior and refine their retail strategy.
A Game Well Played
The campaign nailed the brief: the Claw Machine's huge footprint was impossible to miss from outside and brought foot traffic into the store; the 90 second, single person experience created just enough of a wait to build a crowd and generate some legitimate FOMO; it was a fun way to interact with the brand; and it generated leads for T-Mobile.
