Case Study: 77X turns NBA All-Star Weekend into an immersive fan experience with Shopify POS

77X redeems 1,000+ prizes with Shopify POS

The customer 77X, a direct-to-fan company founded by Luka Dončić, faced the challenge of creating a memorable and immersive retail pop-up for NBA All-Star Weekend. Their goal was to build lasting fan loyalty through a unique experience that felt more like a video game than a traditional store, requiring a seamless blend of gameplay and commerce. They partnered with vendor Shopify to utilize its Shopify POS system.

Shopify implemented a custom POS UI extension that dynamically generated and verified discount codes won by fans through a trick-shot basketball game. This solution allowed for instant prize redemption at checkout, automated customer capture, and real-time inventory updates. The results for 77X included thousands of participants, over 1,000 prizes redeemed seamlessly, and the acquisition of more than 1,000 new customers for their CRM.