Krystle Minette
T-Mobile
The Claw
“We turned a flagship window into a giant arcade—magenta joystick, real metal claw, and a digital brain that ran the quiz, lead capture, and prizes at scale.”
Krystle Minette
T-Mobile
The Claw Machine
“We turned a flagship window into a giant arcade—magenta joystick, real metal claw, and a digital brain that ran the quiz, lead capture, and prizes at scale.”
Overview
To stop foot traffic and spark delight, T-Mobile launched an oversized, arcade-style claw machine in flagship storefront windows in New York, San Francisco, and Chicago—while capturing leads and managing prizing at scale.
Overview
To stop foot traffic and spark delight, T-Mobile launched an oversized, arcade-style claw machine in flagship storefront windows in New York, San Francisco, and Chicago—while capturing leads and managing prizing at scale.
Role & Solution
EWI (my team) handled the experience end-to-end: ideation, design, software and hardware development, engineering, manufacturing, and logistics. We integrated a digital interface to administer a short quiz and collect lead-gen information, plus a dynamic CMS to manage prizes and redemptions.
Experience
Guests used a giant magenta joystick to control a real metal claw, aiming for prizes ranging from branded swag to new phones and devices. The playful spectacle drew large crowds in real time while the digital layer handled registration, quiz play, and fulfillment.
Results
“The Claw” became a high-visibility attraction that combined show-stopping theater with measurable engagement, scalable prize management, and robust lead capture—all aligned to T-Mobile’s bold brand personality.
“Seeing people lean into the joystick and cheer when the claw hit pay dirt—while the CMS quietly handled registration and fulfillment—was pure producer joy.”
– KRYSTLE
THE SHOW
