The activation, which is taking place today (14 December) until the 24 December, will involve visitors meeting Santa before embarking on a journey to help him find his missing reindeer. Along the way they will unlock hints and clues using the free Blippar app. As they leave the children and parents are invited to take part in a digital treasure hunt around Covent Garden to unlock more magical experiences, with the chance to win daily prizes.
The experience forms part of Blippar's partnership with Hearst Magazines UK, which has seen the Covent Garden area transform into the world’s first AR retail district. Over the last month, the partnership has aimed to help Covent Garden’s shoppers discover the perfect gifts in the lead up to Christmas, with bespoke interactive AR beauty and fashion gift guides unique to the shopping district.
Top style editors from three of Hearst’s brands – Esquire, Elle and Cosmopolitan – are working with over 35 retailers within Covent Garden to recommend their favourite product gifting selection, which can be discovered exclusively through the Blippar app.
Gamification elements to the campaign have included giving visitors to Covent Garden the ability to ‘bring to life’ a digital reindeer which will amaze users of the Blippar app as it appears to ‘fly’ above their heads. Shoppers can also blipp Covent Garden’s 50ft Christmas tree in the famous Piazza, which unlocks retailer and restaurant "offers" from around the district.
Danny Lopez, Blippar chief operating officer, said: "We are very excited to use the festive season as a backdrop for demonstrating the potential of augmented reality. This year we at Blippar will help digitally enhance the Christmas shopping experience and I’m thrilled that millions of visitors will be a part of such an exciting event. I’m delighted that we are partnering with Hearst Magazines and Capco Covent Garden to bring this fantastic experience to life."
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