Collect a Character

Draw shoppers into town with an AR Christmas trail

AR Sales & Content Marketing

Entertainment

"It's been a really exciting time for Dubbo Regional Council to be involved with this type of technology. It's something really new and cool for the council, so for us to be able to work with Start Beyond to be able to bring these ideas into life has been great."

Josie Howard
Manager Economic Development and Marketing

Dubbo Regional Council were looking to engage the local community with the city centre and the region's businesses.

The Discover Dubbo Region App combines AR gameplay with local activities to generate additional commerce in the town centre. As the user explores the trail, they unlock the new 3D AR models and receive discounts and special offers at the local retailers.

Plus, the app’s modular design allows for easy-to-implement updates with different trails available including Christmas & Easter.

Objective

Create a visible, high-impact campaign that actively illustrates the innovative work of the Dubbo council to support its retail community
Increase dwell time & foot traffic in Dubbo CBD
Generate additional Xmas sales for retailers

Execution

A fun mixed reality experience that encouraged community members to explore the CBD through gamification
Optimised for mobile and tablet users the app utilised geo-locative functionality
An application that enabled users to share content in order to raise awareness of the campaign
The game included competition furthering the incentive to engage based on the users interaction

Project Gallery

A closer look at the projects we've brought to life — from concept to final experience.

A phone displays the "Dubbo Region Discovery" app screen, promoting "The Christmas Chase" AR game and "Jingle on the Bell" VR game.

A person holds a phone displaying a map with collectible pin locations for "The Great Christmas Chase" AR game.

A person holds a phone showing an AR "TICKET" graphic overlaid on a paved street for "The Great Christmas Chase."

A phone displays an AR elf character on a city street for "The Great Christmas Chase," with a green "Collect!" button.

VR game screen showing the snowman character receiving a wrapped gift, with "Perfect!" and "Combo x24" text overlays.

VR game screen showing a cowboy-hat-wearing snowman character, with a Level 3, Score, and Energy scoreboard overlay.

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Start Beyond Team

Start Beyond is Australia's award-winning VR/AR studio, founded in Surry Hills in 2015 and now spanning Sydney, Melbourne and Brisbane. Led by CEO Angus Stevens, the team builds immersive training experiences for clients including Meta, Strivr, UTS, CommBank and Woolworths.