project //

Wafflin' - Vans Holiday Campaign

This project was a dream come true—blending digital with physical retail for a true omnichannel experience. We developed a browser-based video game and even designed a custom arcade cabinet, which was installed in select Vans retail locations (one still lives in the Vans office!). As part of the gameplay, we cleverly integrated top holiday products as power-ups. At the end of the game, those featured items were presented to players with the option to add them directly to their cart. The campaign delivered impressive results, driving a double-digit increase in engagement and conversion compared to previous holiday campaigns.
 

in-store activation //

The holiday campaign at Vans was always one of the biggest for our team and one where we had to create an omnichannel experience. Once we had the video game idea I started looking at ways we could bring it into our stores. We ended up finding a vendor who made physical arcade cabinets that we could load the game on. We also had two giant screens in the Vans 5th Avenue store in NYC that we hooked iPads up to where users could go head to head in the game as well. We ended up tying the physical arcade cabinet to a giveaway through our Vans Family loyalty program. Engagement and sign-ups to win the cabinet were huge and we excceded our KPI's across all touchpoints.