JD brings TV commercial to life using AR to turn Oxford Street store into giant arcade game

Bringing to life its 2022 Christmas TV ad campaign, ‘King of the Game’, youth fashion and sports retailers JD has teamed up with Snap to create an AR experience that will transform the front of the JD store on London’s Oxford Street into a free, interactive AR claw grabber.

To play, shoppers can scan the Snapcode on the corner of the JD Oxford Street store window, to see the popular claw machine arcade game appear on the storefront in AR. Alternatively, shoppers can point their Snap Camera at the storefront and use the Scan function to unlock the AR experience, thanks to Snap’s Landmarker technology. 

In what marks the first time a UK brand has turned a physical retail shop front into a giant, gamified AR arcade experience Snapchatters will be able to try their hand at the gamified grabber machine crammed with footwear and signature JD teddys, which feature in JD’s ‘King of the Game’ Christmas film. 

JD’s Christmas TV spot, which premiered at the start of November, stars a line-up of 32 youth superstars defining sport, entertainment, and music culture, with Liverpool and England defender Trent Alexander-Arnold challenging Top Boy actress Jasmine Jobson on the iconic claw machine in a neon-fuelled JD games arcade.

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.

“JD believes that competition creates kings. Whether you’re performing on the professional stage, creating beats in your bedroom, or competing with your friends to have the freshest winter sportswear look, as the number one destination for sports fashion, JD is undisputed at Christmas and has you covered. The big question is are you ready?”

For shoppers that can’t get to the capital, throughout December, physical ‘JD Arcades’ will be rolled out via a retail tour across Bristol (3rd & 4th Dec), Dublin (6th – 12th Dec), Manchester (10th & 11thDec) and Glasgow (17th & 18th Dec), where instant prizes can be won. For more information about if the ‘JD Arcade’ will be in a store near you, stay tuned to JD’s social channels @jdofficial.

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