At the tail end of the Christmas school holidays earlier this year, Brisbane, Australia's Mt. Ommaney Shopping Centre brought animated children's characters to life as a way to engage with children and their parents in the mall.
Working with Brisbane-based digital signage integrator Prendi, the shopping center created an interactive augmented reality experience for youngsters — and the young at heart — that allowed them to duel a pirate, swim with the fishes or fight off a lion, live and on-screen.
The brief for Prendi was to create an interactive activation for children for one week of the school holidays, the integrator said in a case study. The activation combined a small LED screen, webcam, video and animation, along with children interacting with it, to make it work.
"Seeing the looks [on] the children's facing is amazing," Prendi Business Development Manager Tanya Williams said in the case study. "They loved it, and you can see they are trying to work out how it actually works. We saw kids lining up to have a go, and many came back again and again to have another turn."
The shopping center then leveraged the in-mall experience across its Facebook, Instagram and Twitter social media feeds, increasing customer engagement by getting shoppers to share their own photos from the installation in the mall.
"Have you tried to sword fight a pirate? Watch how much fun these kids are having at our school holiday activation. Here until 19 January 2014," the mall posted to its Facebook page, along with a YouTube video of the deployment.
According to a video of the activation from Prendi, the initial deployment was originally supposed to run Jan. 13-19, but on Jan. 27, the mall posted to its Instagram account that it had come back for a second run till Feb 2.
Here's a picture the mall uploaded as its Facebook cover photo in late January:
The Mt. Ommaney Centre asked Prendi to pitch ideas for "an exciting and interactive school holiday activity" during January, Lauren Crawford, the mall's assistant marketing manager, said in a testimonial on the Prendi website.
"The 'Augmented Reality' activation was very well received by customers and retailers, as it provided point of difference entertainment for children and adults during the school holiday period," Crawford said. "The Prendi team also filmed and edited a professional video for the Centre to utilize across social media channels which received over 200 hits on YouTube in the first week. Overall, 800 customers participated in the activity, and the Centre received significant positive publicity as a result of the event."
Watch a video of the activation from Prendi below: