2021 IVC First Place: “Wonder Woman 1984” (In-Store Storewide Promotions)

USING AUTHENTIC MOVIE props, interactive experiences and even a multiplayer game, this Wonder Woman storewide promotion for AT&T was rolled out to Dallas, Chicago and San Francisco for the “Wonder Woman 1984” movie release in theaters and via HBO Max this past Christmas Day 2020.

Designed by Twenty Four 7 (Portland, Ore.), the concept transformed AT&T flagship locations into experience destinations for Wonder Woman fans. “Exterior facing video walls in Dallas and Chicago drew people inside, and holiday shoppers were happy to take time to experience a little bit of Hollywood right inside an AT&T flagship store,” says Mimi Lettunich, President and Executive Creative Director, Twenty Four 7.

While the pandemic was still ongoing, Twenty Four 7 knew customers were eager to connect with others, so the team strove to create a space for casual observers and superfans alike.

These activations had a ton for shoppers to look at, including authentic costumes and movie props, a comic book shop (which housed an interactive comic table spanning years’ worth of Wonder Woman comics), photo moments (using Wonder Woman’s iconic golden wings), a watch lounge, tabletop trivia game and, last but not least, an interactive multiplayer game called “The Lasso of Truth.”

The largest challenge faced by the team was installing a sculpture at the San Francisco location that took Twenty Four 7’s vendor roughly eight weeks to create. The sculpture’s wingspan was 18 feet, and even though it was made from lightweight urethane foam, it clocked in at 350 pounds – the ceiling had to be retrofitted in order to support the weight.

Combining “fast” touchpoints like props and costumes and activities with longer dwell-times like interactive games, the space offered a slew of different experiences depending on the shopper’s comfort level. “In times of working from home, we know consumers crave content and connection – so providing them access, plus exclusive content and opportunities to take photos, interact and share with friends and family, helped make this a social, fulfilling, entertaining experience,” Lettunich says.

PHOTO GALLERY (11 IMAGES)

Photography: Randal Finklea, Los Angeles

Carly Hagedon

Carly Hagedon is the Editor-in-Chief of VMSD magazine. She is a graduate of the University of Cincinnati, where she studied Journalism—Magazine Writing and American history. She also currently serves as a board member for the Greater Cincinnati Chapter of the Society of Professional Journalists (SPJ).