As winter draws in and the festive season approaches retailers are gearing up for their busiest time of the year. But that doesn’t mean to say it’ll be easy, as brick and mortar stores fight with online retailers for business. British Land, a UK company that operates 21 multi-let retail locations around the country, has come up with an innovative way to bring in shoppers – augmented reality (AR). Its launched Freezy’s Christmas Adventure across all of the sites, in an effort to drive footfall, dwell time and brand loyalty.
Developed by Harmony Studios, Freezy’s Christmas Adventure is a present hunt aimed at kids aged between three and nine. Freely downloadable for iOS and Android devices, the title encourages families to follow the five steps that’ll help snowman Freezy overcome obstacles and gather gifts for Santa.
Ben Dimson, Head of Business Development for British Land, said: “Consumers want places where they can shop, eat and be entertained. We put our customers at the heart of our offer and Freezy’s Christmas Adventure will give families visiting our centres a fun and memorable experience. Our scale enables us to invest in innovation and industrialise successful technologies across the business.
“We have a loyal customer base who often shop with their children (18.3% compared to the national average of 14.8%) so we think a family game that can be safely uploaded and played again and again is perfect for our customers and their children.”
The campaign runs until 24th, December 2016 and its available to play at most regional and local centres including: Beaumont, Leicester; Broughton, Chester; Crown Point, Denton; Drake Circus, Plymouth; Ealing Broadway, W5; Eden Walk, Kingston; Fort Kinnaird, Edinburgh; Glasgow Fort; Inverness; Meadowhall, Sheffield; New Mersey, Speke; Nugent, Orpington; Old Market, Hereford; Orbital, Swindon; Serpentine Green, Peterborough; SouthGate, Bath; St Stephen’s, Hull; Surrey Quays, SE16; Teesside, Stockton; Tollgate, Colchester and Whiteley, Hampshire.
Freezy’s Christmas Adventure is the first of a four campaign partnership between British Land and Harmony Studios. As further AR apps are unveiled, VRFocus will bring you the latest details.