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GOAT, a website where people can buy and sell authentic sneakers, gave away more than 1,000 prizes in their annual Black Friday drawingClo. Through a new Augmented Reality (AR) experience added this year, participants even had the opportunity to earn bonus tickets.

By visiting any of the 125 points of interest marked on the brand’s interactive map, users were able to activate and share the 3D AR objects to social media in order to gain extra tickets. Each location marked a significant milestone in sneaker history and culture, such as “Sneaker Street” in Hong Kong and Flight Club NY and LA, and gave visitors the opportunity to learn more about them. Those who had already downloaded the GOAT app received push notifications if one of the featured locations was nearby. All winners were notified via email and push notification on Friday, November 23rd.  

Through this promotion, the brand used digital experiences as a tool to drive in-store traffic and increase user-generated content. With destination points reaching all corners of the globe, the brand was able to include and interact with many different markets.