Tillys, a leading omni-channel specialty clothing retailer, has partnered with High School Esports League (HSEL), the longest-running high school eSports organization, to offer students at 1,200 high schools across North America care packages and the chance to compete for premium prizes through an augmented reality (AR) experience and mobile game at Tillys stores.
Participants face off to win it all by achieving the most points. If they decide to go in-store and play, they can earn double points. The school team with the most points after two weeks will be awarded a new esports lab. Teams that place 2nd and 3rd can expect high-end gaming equipment, and students who take on the challenge solo will receive single-player prizes, such as a VIP trip for two to DreamHack in Dallas.
The zombie-themed mobile game is powered by Zappar’s AR technology within the Tillys app. Zappar and Tillys have been partnering since 2017 to bring AR experiences to its 229 stores across the US. Past campaigns have included an in-store scavenger hunt with YouTube influencer Shonduras, where customers could scan custom codes using the Tillys app on POS around the store and unlock discount coupons.
Tillys CEO, Ed Thomas, commented: “Tillys is committed to strengthening our consumer engagement through experimenting with and evolving our use of technology. Our partnership with Zappar allows us to bring engaging AR experiences to our consumers in a fun way.”
