Description
When the final season of the world’s biggest show dropped, every brand rushed to ride pop culture. But with fandom at its peak, clutter was inevitable. We chose to collaborate, not just participate. In partnership with Netflix, we transformed fandom into a live, interactive experience, one that blurred the line between content and commerce. We gave fans the power of Eleven. The Instamart app was re-engineered using real-time gesture recognition via the phone’s front camera, tracking hand movements, translating them into commands, and triggering live transactions connected to inventory and fulfillment. A film featuring creators and fans seeded the behaviour. Outdoor installations turned it into a public spectacle. And the in-app experience converted that engagement into real-time transactions. Every touchpoint was designed to pull fans deeper into the experience, and closer to purchase. A category-first innovation that didn’t just engage fandom, but converted it.
