British Land's 'Gnomee’s Egg Hunt’ game is the second instalment of the company’s augmented reality game series that can be played at 18 local and regional centres across British Land’s multi-let retail portfolio.
The game takes shoppers on a quest around centres to find golden eggs that have been stolen by gnomes. To play, shoppers can download the free app to a smartphone or tablet, and follow a five-step trail to complete the hunt. The game includes a selfie feature to drive digital engagement.
Shoppers can also enter a competition for the chance to win prizes including retailer vouchers, iPads and toys.
The marketing initiative responds to the changing way people live their lives and supports the company’s vision to create 'Places People Prefer' by using technology to enhance and enliven the consumer experience.
The game has been created by Harmony Studios.
British Land's first campaign ‘Freezy’s Christmas Adventure’ was also an AR game, which took place over the Christmas period.
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