Execution

JD.COM is China’s largest self-run online retailer. To raise awareness for their anniversary promotion and to allow more people to experience how is it like to shop on the website, we created the world’s first ATM machine that dispenses shopping cards – The JD.COM ATM machine. We place the JD.COM ATM machine at high traffic spots in Beijing and Shanghai as an inventive media platform to engage consumers. People who are about to withdraw cash from the machine will see a message that proclaims “It is better to win cash than to withdraw cash for shopping.” Upon touching the display screen, the ATM machine displays an interface that is similar to the JD.COM retail site. The participant has to add different products into the shopping cart, totaling a value of $618 within 61.8 seconds to win a shopping card worth $618 – a way to make JD.COM’ s anniversary sale date more memorable.