Shopping Centre
Augmented reality brings a new twist to Easter
Published:  11 April, 2017

British Land and intu launch augmented reality games for Easter

British Land has launched a new virtual reality ‘Gnomee’s Egg Hunt’ game for families to enjoy this Easter. The second instalment of the company’s augmented reality game series can be played at 18 local and regional centres across British Land’s multi-let retail portfolio.

The game now includes a selfie feature to drive digital engagement even further as it takes shoppers on a quest around centres to find golden eggs stolen by gnomes. To play, shoppers download the free app to a smartphone or tablet, and follow a five-step trail to complete the hunt. Shoppers can also enter a competition for the chance to win prizes including retailer vouchers, iPads and toys.

And at the same time intu has added augmented reality technology to its in-centre app as it launches a new family experience bringing Nick Jr. characters to life at its centres this Easter.

Created in partnership with Nick Jr. as one of a series of activities taking place at intu centres, six specially-created augmented reality experiences can be accessed by scanning the images found within intu’s 14 shopping centres across the UK.

Karen Harris, managing director of intu Digital, said: “This is the latest digital innovation from intu to use new technology within our environment and looks set to increase dwell time in our centres over the school holidays and propensity to revisit to the benefit of our retailers. Adding augmented-reality technology to our customer-facing app will allow us to create even more experiences like this in partnership with a number of brands.”