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Sprint and DigitasLBi Develop First-of-its-Kind Gesture-Based Retail Experience

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Dec 5, 2013 
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Press Release  |


CHICAGO, December 05, 2013 (ADOTAS) — DigitasLBi, a global marketing and technology agency, and Sprint have created a new, gesture-based, interactive retail experience called “Shop. Hands Free. In 3D.” that allows consumers to browse Sprint products and plans without touching a screen or clicking a mouse.


This new way to shop will be an invitation-only destination during the NASCAR Sprint Cup Series Champion’s Week™ in Las Vegas, December 6, 2013. In addition to shopping for phones, customers and prospects can also take pictures in a virtual photo booth that can be shared on social media.

To interact with the experience, users move their hands through the air above a Leap Motion controller, which displays their actions onto a large screen ahead. To attract NASCAR® fans to the installation and add to the wow-factor, DigitasLBi created an eye-catching branded podium to house the technology.

“People have had an overwhelmingly positive reaction to the experience,” says Itai Asseo, VP, Group Creative Architect, and North America Lead for DigitasLBi Labs. “They’ve never seen anything like it before. It gets people—especially younger people—talking about their phones, and about the next phone they want to buy. This is the right technology to reach out to the new generation of potential Sprint customers.”

“‘Shop. Hands Free. In 3D.’ is a new way for Sprint customers and prospects to interact with the brand that is entertaining and deeply engaging,” says Lane Allison, Sprint Program Manager. “It’s another indication to consumers that we’re more than just a wireless company; we continue to innovate in new and exciting ways.”

Customers and prospects supply their email addresses to receive their picture from the virtual photo booth as well as a link to the items they browsed. They can then complete their purchase on their mobile device.

The pilot installation of “Shop. Hands Free. In 3D.” was produced by innovation teams at Sprint and DigitasLBi Labs, a global group of technologists within the agency dedicated to digital innovation. It was unveiled earlier this year during NASCAR Sprint Cup Series™ race weekends at the Chicagoland (September) and Kansas Speedways (October). Over a three-day period, the conversion rate (emails captured) of participants was over 69 percent. Due to the success of the pilot, Sprint is now considering other opportunities beyond NASCAR-sanctioned events.

To see a video of the “Shop. Hands Free. In 3D.” pilot installation at a NASCAR racing event, see below. To experience it firsthand, please contact Barbara Nonas at , and she can arrange for you to demo the technology in the Innovation Room of the DigitasLBi New York office.






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