Candy Cane VR Fight

Objective

• To create an engaging VR activation for the Christmas and summer break, motivating customers to bring their families and visit Market City

Execution

• A room-scale VR game that pitted customers against a giant angry snowman, hell-bent on ruining Christmas
• Players were armed with giant candy canes and encouraged to hit snowballs and presents, avoid bombs, and defeat Gumpy to save the day
• Visitors registered their contact details (via an iPad), to play for daily and weekly prizes and to see their name projected on the giant leader-board
• Players were encouraged to share their high score on social media to generate buzz
• Start Beyond produced a Mixed Reality video used for social seeding, paid campaigns and for display via the in-store advertising network

Results

• Ten million people came in contact with the campaign; over 6000 people played the game, and 30% returned to play it more than once
• The activation was proclaimed as a great success by the management and marketing teams, with plans already underway to push the VR experience further for next year

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