Drive touchless checkout during the pandemic
The mission
As the COVID-19 pandemic changed consumer behavior, retailers—particularly essential businesses like Sam’s Club—debuted new technologies that made shopping safer and more convenient. The members-only warehouse had just added the “Scan & Go” functionality to their mobile app, and wanted to increase awareness and adoption among a young, tech-savvy audience.
Scan & Go Throwdown
The concept
We tapped magnetic NBA and IG stars Danny Green and Kelly Oubre Jr. to go head-to-head in the Scan & Go Throwdown, a fun in-store competition of speed and skill using the Sam’s Club app. On a tight turnaround during the NBA offseason, we developed and delivered the concept from start to finish.
Video
Fastest Scanner challenge
Danny Green & Kelly Oubre Jr. compete to scan 3 Sam’s Club signature items as fast as possible
A winning combination
The creative concept and ideal talent match enabled Sam’s Club to capitalize on the players’ audiences to drive adoption of their app at a time when shoppers were seeking contactless payment options like Scan & Go. And it doesn’t hurt that the videos are just plain fun.
Over 3 weeks, the campaign generated 10% of our app downloads for the year at a fraction of our usual spend.MacKenzie McCarver, Sam’s Club dir. of social media
Final score
Danny may have bested Kelly two games to one, but the real winner of the Scan & Go Throwdown? Sam’s Club, of course. The campaign generated a double-digit lift in app installs at a far lower media spend than their typical campaigns.
