Sam’s Club

Fun & games: NBAers' in-store competition drives app adoption

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.


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.