JD Sports has transformed the facia of its flagship store in London’s Oxford Street into a free interactive claw grabber game using augmented reality (AR). The sporting goods retailer has launched the experience in partnership with Snap Inc., the tech company behind Snapchat. In order to play, shoppers scan the Snapcode on the store window, and the claw machine arcade game will appear in AR. Alternatively, they can point their Snap Camera at the storefront and use the scan function to unlock the experience. The initiative is part of the retailer’s “King of the Game” campaign. The AR experience in Oxford Street replicates the one seen in the King of the Game TV ad, which launched in November. For shoppers who cannot pay a visit to the interactive storefront in London, physical JD ARcades will be rolled out during a retail tour across the cities of Bristol, Dublin, Manchester and Glasgow from Dec. 6 to 18.

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