#45: Foot Locker Brings Interactive AR Map Experience to Paris

In This Article

Around the Block…

• Blockchain / NFTs: Mastercard / MLB

• AR / VR: Foot Locker, Balenciaga

• Gaming / Metaverse:Gucci, Goodyear

• Roblox: NASCAR, Coach

Chain Reactions!

• Emergence of Map-Based Experiences

• NASCAR Leans into Gaming

Around the Block…

Blockchain / NFTs

• Mastercard: Partners with MLB on ‘Priceless’ Fan Perks

  • As part of Mastercard’s blockchain-backed ‘Pass to Priceless’ program, cardholders can purchase MLB fan experiences such as access to watch batting practice with the Dodgers or an All-Star Game viewing party. Attendees to participating MLB events receive Polygon NFTs; when collected, the NFTs unlock additional rewards for owners such as merch, MLB Store discount codes, and one-of-a-kind experiences.

  • Source:Mastercard (Pass to Priceless)

AR / VR

• Foot Locker: Launching Interactive AR Map Experience in Paris

  • Foot Locker is surrounding the Olympics with a web-based AR activation called ‘The Heart Experience,’ which will be live in Paris from July 26 through August 11. Visitors can navigate to 12 locations around the city to view the AR content, earn Foot Locker reward points, and redeem them for sweepstakes entries, among other items.

  • Source:Foot Locker (The Heart Experience) /

    HypeBeast

• Balenciaga: Brings Latest Runway Show to Apple Vision Pro

  • The luxury fashion brand launched a free app on Apple’s Vision Pro headset, allowing people to view its latest Spring’25 runway show in an immersive format, explore lookbook content, and listen to Balenciaga Music playlists.

  • Source:Apple App Store (Balenciaga) / Business of Fashion

Gaming / Metaverse

• Gucci: Launches Tennis Experience & Mini-Game in Zepeto

  • Gucci continues to evolve its presence in the metaverse-gaming app Zepeto - creating a new tennis experience called ‘Gucci Tennis,’ which launched on July 12, coinciding with Wimbledon’s final weekend. Players can try on Gucci Tennis apparel via their avatar and challenge others to a virtual tennis match.

  • Source:Zepeto (Gucci Tennis)

• Goodyear: Appears in NASCAR’s Rocket Racing Fortnite Map

  • Goodyear’s iconic blimp is making an appearance in NASCAR’s recently launched Rocket Racing map in Fortnite via its iconic blimp.

  • Source:Fortnite (NASCAR - Chicago Street Race) / LinkedIn (Eric Reckenbeil)

Roblox

• NASCAR: Launches New Roblox ‘Tycoon’ Experience

  • NASCAR has released a new virtual racing experience on Roblox, where players can act as strategists, managing teams and competing in races to earn ‘NASCASH’ and unlock digital perks. This is NASCAR’s second dedicated Roblox experience, initially launching ‘Speed Hub’ on the platform in early 2023 after appearing in Roblox’s popular ‘Jailbreak’ game.

  • Source: Roblox (NASCAR Tycoon) / NASCAR

• Coach: Teases Upcoming Launch on Roblox & Zepeto

  • Coach announced it will bring its ‘Find Your Courage’ campaign to Roblox and fellow gaming platform Zepeto on Friday, July 19th. The announcement was shared on their social channels without additional information.

  • Source:X (Coach) / Instagram (Coach)

Chain Reactions!

• Emergence of Map-Based Experiences

  • Brands have begun to lean into map-based interactive experiences that reward participants for visiting various locations around an event or city.

  • From this week’s example of Foot Locker rewarding loyalty points for visiting AR activations around Paris to Singapore and Tokyo tourism organizations creating fun AR experiences for visitors to Mastercard’s NFC-based activation at the Arnold Palmer Golf Invitational - it’s a cool activation that capitalizes on engagement, increasing time spent with a brand or organization, while also providing participants novelty given its newness.

• NASCAR Leans into Gaming

  • NASCAR is going all in on gaming this month! With their activation in Fortnite’s Rocket Racing launching in early July and this week’s fully revamped Roblox experience, they have broadened their footprint to today’s popular platforms.

  • NASCAR is not new to gaming; they have continually launched dedicated franchises across top video game and computer platforms for the past three decades.

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