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schuh launches AR gaming experience blurring the line between reality and in-store experience

Schuh Sneaker Hunt: challenge on the high street

Leading UK footwear retailer schuh has turned to augmented reality (AR) gaming to connect with audiences both online and in-store.

Launched on 6 September, the schuh Sneaker Hunt challenges consumers across London, Manchester, Birmingham, Liverpool and Glasgow to explore their real-world surroundings on an interactive map to seek out a hidden ‘schuh box’ which can only be discovered within the game.

Using smartphone technology, the box can be opened virtually to reveal a range of prizes, including a £1000 schuh voucher. 

Alice Cleary, Chief Marketing Officer for schuh, elaborates: “We are thrilled to be launching the schuh Sneaker Hunt to reward our community in a fun and inclusive way. PHD Manchester worked closely with us to create an innovative experience, allowing everyone the chance to take part, explore their city and local stores and hopefully be rewarded with a prize in doing so.”

Conceived and planned by Omnicom Media Group’s PHD Manchester and developed in partnership with Verizon Media’s RYOT Studio, the campaign focuses on engaging with Gen Z audiences and families with young children to encourage them to get outside. It also aims to infuse some joy into consumers returning to the high street. Footwear enthusiasts will be able to play the game online or via a QR code visible in store or featured on digital OOH sites across the UK.

“It’s incredibly exciting to work with schuh on activity which not only operates through the line, but exists across multiple planes of reality,” says Jamie Lyons, Head of Digital Product Development at PHD UK. “The campaign will engage schuh fans physically in store, both as an augmented layer over the real-world through AR as well as within gaming worlds and the metaverse thanks to pioneering collaborations in the virtual space.”

The ‘schuh Sneaker Hunt’ campaign will run from 6-20 September across social, OOH and video display activity within Reddit and Twitch.

“We’re looking forward to joining forces with schuh on their latest retail campaign as they focus on using AR technology and digital collectibles to bring the collection to life in a fun, interactive way,” adds Sam Field, Director of Creative Technology, RYOT Studio. “Through RYOT Studio, we’re focused on creating cutting edge, immersive storytelling that help brands connect more deeply with their consumers through immersing them in engaging experiences.”

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