Candy Cane VR Fight

Market City
Market City 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 experience further for next year.

Market City Candy Cane VR Fight Concept Art
Market City Candy Cane VR Logo
Market City Candy Cane VR Fight Event Activation Photo 2
Market City Candy Cane VR Fight Event Activation Photo 1
Market City Candy Cane VR Fight Event Activation Photo 4
Market City Candy Cane VR Fight Event Activation Photo 3
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