Schuh launches 40th birthday AR game

By

Sandra Halliday

Published
Sep 8, 2021

Footwear retailer Schuh has launched a nationwide sneaker hunt in the UK. To celebrate its 40th birthday, it’s offering players the chance to win over 40,000 prizes, from holidays to surf lessons and free trainers for a year.

The company said everyone who scans a QR code will be a winner in the hunt that started this week and runs until September 20.

Participants can play the game online or via a QR code visible in-store or featured on digital OOH sites across the UK.

The company said that the mental health of every demographic has been affected by the pandemic “and one of the retailer’s key purpose pillars, Mental Wellness, was the motivation behind the Hunt”.  Schuh “wanted to give something back to their community as well as create an experience to encourage students and  families to adventure outside and have fun”.

Marketing chief Alice Cleary said the business aims 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.”

As well as the basic game, there’s “hero activity” in five locations in the form of digital shoeboxes using AR technology. Players can use their mobile phones to access an interactive map to help locate the hidden digital shoeboxes within the key locations — Liverpool, Manchester, Glasgow, Birmingham, and London.

The campaign is live across social, OOH, plus video display activity within Reddit and Twitch and gaming platforms including Roblox.