AT&T – Justice League Takeover
Challenge
AT&T's 5,000+ retail stores are one of the brand's most powerful touchpoints — but rarely feel like destinations. With the release of DC's Justice League, the opportunity arose to turn everyday store visits into something extraordinary.
Idea
An augmented reality experience that brought the Justice League to life inside AT&T stores. Customers used their own devices to unlock hidden DC characters, transforming the retail floor into an interactive comic book.
Execution
Custom AR triggers were integrated into in-store graphics across AT&T locations. Customers scanned wall displays to summon Wonder Woman, Batman, and other Justice League heroes through their phone screens. Teaser videos and social content built anticipation in advance of the launch. The activation demonstrated AT&T's network capabilities while creating a shareable, memorable in-store moment.
Results
The experience drove foot traffice in participating stores and generated 323,000 interaction is just one month. It established a repeatable framework for entertainment IP integration in AT&T retail, a model that continued with The Batman Experience and subsequent activations.
Credits
Art Director: Esmeralda Aguilar
Copywriter: Sam Zeanah
Associate Creative Director: Chris Swinson
Group Creative Director: David Motter
Executive Creative Director: Jim McKinnis
