Lit Locker

Customer Challenge

Prior to opening ten doors at six locations across the city
of Houston, DICK’S wanted a “market takeover” approach that
created buzz, excitement, brand visibility, and a means to
drive trffic to the Grand Openings.

6,700+ participants texted

Our Solution

Exclusive “Lit Lockers” were heavily branded custom DICK’S gym lockers installed at high pro le locations all across town that created attention- getting “What’s That?” curiosity from passers-bys. Featuring partner brands and a call-to-action, they created visibility, high impressions, and preliminary engagement.
Exclusive “Lit Lockers” were heavily branded custom DICK’S gym lockers installed at high pro le locations all across town that created attention- getting “What’s That?” curiosity from passers-bys. Featuring partner brands and a call-to-action, they created visibility, high impressions, and preliminary engagement.
Experience
The call-to-action on the lockers was simple: Text LITLOCKER to 47464 (our propriety text platform) to be noticed when a locker “gets lit,” and then be one of the first people to show up and win once-in-a-lifetime prizes like a chance to Meet & Greet Carrie Underwood, shoot hoops with Hakeem Olajuwon, win tickets to The Big Game, win a $5,000 shopping spree with Jason Aldean, have a James Harden experience at a Houston Rockets game, or do the NFL experience with JJ Watt before The Big Game. The first 100 people to show up to each “opening” were guaranteed prizes like Nishiki Bikes and GoPros.
The call-to-action on the lockers was simple: Text LITLOCKER to 47464 (our propriety text platform) to be noticed when a locker “gets lit,” and then be one of the first people to show up and win once-in-a-lifetime prizes like a chance to Meet & Greet Carrie Underwood, shoot hoops with Hakeem Olajuwon, win tickets to The Big Game, win a $5,000 shopping spree with Jason Aldean, have a James Harden experience at a Houston Rockets game, or do the NFL experience with JJ Watt before The Big Game. The first 100 people to show up to each “opening” were guaranteed prizes like Nishiki Bikes and GoPros.
Text & notify
After four weeks of activating in the market, building an audience, and creating a following, on Grand Opening weekend the texts that went out no longer said “Come to the Locker at Minute Maid Park,” for example. They said, “Come to your nearest DICK’S store,” driving immediate foot traffic to the Grand Openings.
After four weeks of activating in the market, building an audience, and creating a following, on Grand Opening weekend the texts that went out no longer said “Come to the Locker at Minute Maid Park,” for example. They said, “Come to your nearest DICK’S store,” driving immediate foot traffic to the Grand Openings.
Bridge opening

The
Results!

27 brands
with 3,400 prizes
  • 10 “Lit” Lockers installed across high profile Houston locations

  • 6,700+ participants texted in for notifications for locker openings

  • 27 brands participated with over 32 openings & 3,400 prizes

What We Heard.

See how we did it for