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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