Jun 25, 2025
In today’s experience-driven world, sports brands are continuously looking for new ways to engage fans. Chemist Warehouse, one of Australia's leading retailers, partnered with NXT Interactive to launch two cutting-edge, interactive activations around the Australian Football League (AFL). These tech-driven experiences were designed to excite fans, boost brand visibility, and deliver memorable moments at AFL events.
Whether you're a die-hard footy fan or just stopping by for the fun, these experiences offered something for everyone—interactive games, real-time competition, and AI-powered innovation.
The Challenge: Elevating AFL Fan Engagement
Chemist Warehouse wanted to:
Create interactive AFL-themed experiences.
Engage a wide demographic across different age groups.
Incorporate handball and kicking elements.
Build lasting brand connections through immersive play.
NXT Interactive’s Solution: Two Tech-Powered Game Installations
1. Kick to Win – Multiplayer Kinect AFL Game
Concept:
Designed using Microsoft Kinect’s motion-tracking technology, “Kick to Win” brought virtual gameplay to life through real-world movement. Participants were invited to take aim and “kick” a virtual football towards a digital goal—just like in a real AFL game.
Key Features:
Gesture-Based Gameplay: Players physically mimicked a kick, which the Kinect translated into an in-game action.
Family-Friendly: Easy to understand, enjoyable for kids and adults alike.
Multiplayer Mode: Go head-to-head with friends or strangers in fast-paced 1-minute rounds.
Unlimited Goals: Score as many as possible before the timer ends.
Real-Time Scoring & Visuals: Live feedback, animations, and scoreboards enhanced the excitement.
Impact:
The intuitive controls and competitive structure made this one of the most visited activations at the event. It promoted active engagement, extended dwell time, and significantly boosted brand recall for Chemist Warehouse.
2. Smash. Count. Repeat. – Sensor-Based Handball Game
Concept:
This custom-built handball challenge used LiDAR sensors embedded in a specially designed play structure. The idea was simple: smash the handball, get counted, and beat your high score.
Key Features:
LiDAR Precision: Real-time strike detection using advanced sensor technology.
Multiplayer Friendly: Multiple sensors allowed group play, encouraging social competition.
Robust Fabrication: Engineered for durability and repeat play during high-traffic events.
Reflex Challenge: Players tested their reaction time and coordination.
Instant Score Feedback: Participants could see their results immediately, motivating repeat participation.
Impact:
This activation resonated across demographics—from kids trying their first handball to adults reliving childhood footy memories. It was a high-energy, inclusive activity that emphasized both fun and physicality while subtly reinforcing the brand.
Bonus Activation: AI Avatar Photobooth
In addition to the games, an AI-powered avatar photobooth allowed fans to create personalized digital avatars. This offered a fun, shareable takeaway and served as a digital souvenir while integrating subtle branding for Chemist Warehouse.
Results: Real Engagement. Real Impact.
Through the “Kick to Win” and “Smash. Count. Repeat.” activations, NXT Interactive:
Boosted footfall and participation at Chemist Warehouse's event zones.
Delivered experiences that were highly shareable and photo-friendly.
Created an emotional connection between brand and audience.
Showcased how technology and sport can come together to transform fan experiences.
