In partnership with JD Sports, New Balance wanted to create an experience that would go beyond traditional retail for their 1000s series launch, hoping to turn the product release into something that would leave an impression.
In response, we created UNLOCK THE DROP, a hands-on game designed to spark engagement and excitement. Shoppers answered brand-related trivia, unlocked physical lockers, and received instant rewards. The activation combined physical interaction with digital storytelling, giving every participant a chance to walk away with both exclusive prizes and a unique experience to remember.
Every detail was crafted to create an experential campaign that seamlessly blended the physical and digital, from code to locker.
From first tap to the final drop, every step was designed to engage, excite, and convert.