Victoria's Secret partnered with Instamedia to create a sensor-based interactive pickleball game experience for their VSX Activewear launch at Suria KLCC, Kuala Lumpur. This innovative activation blended sport, style, and play, transforming a conventional brand activation into a dynamic, competitive moment that resonated with the VSX activewear brand positioning. Project Challenge: Victoria's Secret needed a standout activation for their VSX Activewear launch at Suria KLCC that would capture attention in a high-traffic retail environment, create authentic athletic engagement, and differentiate their brand from competitors. Traditional touchscreen activations lacked kinetic engagement and failed to align with activewear brand positioning. They needed a solution that would create memorable moments through physical activity, drive competitive engagement, and generate buzz throughout the 7-day activation period while capturing real-time analytics to measure activation effectiveness. Solution Approach: Instamedia developed a bespoke sensor-based pickleball interactive game that integrated physical pickleball paddles equipped with proprietary 6-axis sensor technology. Players swung real paddles to control immersive 3D gameplay displayed on large screens, creating authentic athletic experiences that aligned perfectly with VSX activewear positioning. The solution eliminated touchscreen barriers, enabled natural athletic movement, and created competitive engagement through real-time leaderboards that encouraged repeat play. Inspired by Malaysia's rising pickleball trend, the fully custom 3D environment featured Victoria's Secret-branded court aesthetics with real-time ball physics and scoring. Key Technologies: IMX Engine™ Interactive Platform (fully custom 3D game environment built from scratch), 6-Axis Sensor Technology (proprietary motion detection system embedded in pickleball paddle handles detecting X/Y/Z acceleration and rotation with millisecond precision), Real-Time Analytics Dashboard (player engagement tracking, scores, play duration, leaderboard positions, repeat participation rates), Wireless Sensor Transmission System (seamless real-time communication between paddles and game system with no perceptible lag), Custom 3D Game Environment (stylized Victoria's Secret-branded court with brand colors, logo integration, and activewear-inspired visual elements).
Our proprietary 6-axis sensor technology integrated directly into physical pickleball paddles. Detects swing angle, speed, and direction for precise in-game response. Real paddle, real swings, digital gameplay.
Fully custom 3D environment built from scratch. Players see themselves competing in a stylized Victoria's Secret-branded court with real-time ball physics and scoring.
Seamless connection between physical paddle movements and on-screen action. No controllers needed—just grab the paddle and play naturally.
Live leaderboard displayed on screen creates competitive buzz and encourages repeat plays. Top scorers featured throughout the 7-day activation.
📘 Project Quick Summary
Sensor-based interactive pickleball game for Victoria's Secret VSX Activewear launch at Suria KLCC. 6-axis paddle technology. Immersive 3D gameplay. Real-time leaderboard. September 23-29, 2025.
A fully custom-built interactive game created for Victoria's Secret VSX Activewear launch at Suria KLCC, Kuala Lumpur. Players use real pickleball paddles equipped with our proprietary 6-axis sensor technology to control immersive 3D gameplay. The sensor detects swing angle, speed, and direction—translating physical movements into on-screen action with precision. No touchscreens, no controllers—just authentic athletic play that aligns perfectly with the VSX activewear brand positioning.
📍 Suria KLCC, Kuala Lumpur, Malaysia
Premier retail destination at the base of the iconic Petronas Twin Towers. 7-day activation from September 23-29, 2025, coinciding with the VSX Activewear collection launch.
Our proprietary 6-axis sensor is embedded directly into the pickleball paddle handle. It detects motion across all 6 degrees of freedom: X/Y/Z acceleration and X/Y/Z rotation (gyroscope). This means the system captures swing speed, angle, direction, and intensity with millisecond precision. Wireless transmission to the game system happens in real-time with no perceptible lag. Players swing naturally and see their movements reflected instantly on screen.
The activation took place at Suria KLCC, Kuala Lumpur's premier retail destination located at the base of the iconic Petronas Twin Towers. The 7-day activation ran from September 23-29, 2025, coinciding with the VSX Activewear collection launch. The high-traffic location ensured maximum visibility and participation from shoppers and tourists.
1,951 players participated over the 7-day activation period. The combination of physical paddle interaction and competitive leaderboard created high engagement, with many players returning for multiple attempts to improve their scores. The real-time leaderboard displayed on screen drove competitive spirit and repeat participation.
Touchscreen games lack kinetic engagement. Our 6-axis sensor technology creates authentic athletic experiences—players actually swing, move, and compete physically. This aligns perfectly with activewear brand positioning like Victoria's Secret VSX. The physical exertion creates memorable moments and emotional connection to the brand that passive touchscreen interactions cannot match.
Absolutely. The same 6-axis sensor technology can be integrated into tennis rackets, badminton rackets, golf clubs, baseball bats, or any sporting equipment. We customize the sensor housing, calibration, and game mechanics for each sport. Previous implementations include tennis for Nike and golf for automotive brands. 2-3 week development timeline for new sport adaptations.
Real-time analytics dashboard tracks: total players, individual scores, play duration, peak engagement times, leaderboard positions, and repeat participation rates. All data is captured anonymously unless participants opt-in for registration. Post-event reports provide insights into shopper engagement patterns, dwell time, and activation effectiveness. Data exports available in CSV/Excel format.
Every aspect of the 3D environment is custom-built for the brand. For Victoria's Secret VSX, we created a stylized court with brand colors, logo integration, and activewear-inspired visual elements. Sound effects, UI/UX, victory animations, and leaderboard design all reflect brand identity. The game mechanics themselves can be adjusted for difficulty, duration, and scoring based on activation goals.
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6-axis sensor technology. Custom 3D gameplay. Real-time leaderboards. Physical-digital integration powered by IMX Engine™.
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