The brief required an on-ground team that understood sneaker culture and could connect authentically with local shoppers during a major grand opening milestone. The core operational challenge lay in balancing high volume crowd engagement with precise data capture, ensuring every participant correctly scanned the onsite QR code to enter their details before playing. Additionally, the team needed to navigate strict promotional compliance guidelines, including managing a strict one entry per person rule and obtaining required parental or guardian approvals for participants under 18 years old.

On-site execution focused on maintaining a vibrant atmosphere while staying entirely disciplined with the mechanics of the activation. The Emissaries team managed data collection smoothly, verified entry compliance, operated the Coin Drop game, and handled the distribution of various prizes, including brand gift vouchers and exclusive JD Duffle Keychains. By keeping the experience efficient and high energy over the full four days, the team successfully drove continuous foot traffic into the store and safely moved through the majority of the client’s allocated prize stock.

Roles Played

• Welcomed shoppers to the grand opening and invited them to participate in the activation

• Guided consumers through the QR code data capture form process on site

• Managed the queue and kept the activation space flowing smoothly over four days

• Enforced competition rules including entry limits and parental consent for minors

• Operated the Coin Drop game and distributed gift vouchers and exclusive keychains to winners

• Represented the JD Sports brand and Andpeople with natural energy and professionalism