Boardwalk Arcade
- Brand
- Jersey Mike's
- Year
- 2024
- Objective
- Engagement
- Industry
- Food & Drink
- Platform
- Installation
- Agency
- COFFEE
Objective
Jersey Mike's and its agency COFFEE built the Boardwalk Arcade to boost fan engagement and app downloads during the brand's National Tailgate Tour. Tying gameplay to the Shore Points loyalty program gave tour visitors a reason to download the Jersey Mike's app, and later kept that link alive after the tour wrapped.
Solution
At each tour stop, fans walked up to a boardwalk-style kiosk with no controller and no touchscreen — it reads their hand and body movements instead. They picked one of three AR games and played it purely through gesture, racking up points that turned into Shore Points once they downloaded the Jersey Mike's app. After the tour, the same three games — now called boardwalk football games in the app — moved into the MyMike's section, where players open a game, play a round, and earn 6 bonus Shore Points after their first session. In-store displays with QR codes send customers to the same games.
- 1
At a National Tailgate Tour stop, players approach a boardwalk arcade-styled kiosk called Boardwalk Arcade. It has no controllers or touchscreens — it tracks the player's body movements and gestures directly.
- 2
Players pick one of three custom AR games and play it using gestures made in front of the kiosk, earning arcade points.
- 3
To convert arcade points into rewards, players download the Jersey Mike's app; the points carry over as Shore Points in their MyMike's loyalty account.
- 4
After the tour ends, players find mobile versions of the three kiosk games — framed as boardwalk football games — inside MyMike's in the Jersey Mike's app.
- 5
Completing a first play of any of the three mobile games awards a one-time bonus of 6 Shore Points.
- 6
In Jersey Mike's restaurants, in-store displays carry QR codes that send visitors directly to the games inside the app.
