The agency set out to transform the traditional brick-and-mortar retail location where it would be rendered unrecognizable as an AT&T store, but rather feel as if you just stepped into the JL universe. The creative idea centered around “Joining the League,” and would begin with an interactive “attract” moment outside the store, which translated to an authentic, “behind the scenes” brand experience inside.

The allure of becoming part of the league and gaining access to exclusive content would entice consumers—fans, current customers, or passersby—to learn more. This is where the true emotional connection to both the JL and AT&T brands would begin, as the agency used JL content as a beacon to engage and educate consumers on AT&T’s inimitable access to high-quality content and products.

AT&T often battles misconceptions about their brand and offerings. To address this, the agency initiated an AR brand experience that created an unparalleled digital experience before consumers set foot inside the store. Interactive window displays superimposed the faces of passersby on the body of one of five JL superheroes, causing people to stop, take photos, share on social media, and enjoy an unexpected experience.

By eliminating extraneous signage from windows, passersby could look directly in-store to see the JL universe, with over 3,700 people—AT&T customers and otherwise—influenced to learn more. Inside, 360-degree wall coverage of JL content played in perfect sync. In between life-size figures and rare memorabilia were more AR screens, interactive superhero quizzes, immersive digital experiences, and never-before-seen footage playing across all AT&T products. Timed in accordance with New York Comic Con, the agency revealed JL content at the largest scale ever installed in Times Square.

This was the first time a Hollywood studio collaborated with a brick-and-mortar retailer to promote the launch of a major film. It also transformed perceptions on how traditional retail stores engage consumers to create an authentic, immersive experience. Although AT&T flagships are in the country’s busiest cities—and the fight against ecommerce at its peak—the brands enabled an immediate, unexpected connection from the sidewalk with over 3,700 passersby motivated to experience the JL universe: a 50% traffic increase in one week.

Current/prospective customers were exposed to JL content on every device, willingly picking up merchandise to experience the high-quality content/entertainment first hand. This resulted in a 177% increase in DIRECTV subscriptions, successfully demonstrating the agency’s ability to redefine the utility of the physical retail space. No longer is it confined to outright selling goods/services, but becoming an avenue for creating experiences, strengthening brand loyalty and driving sales.