Intu has added augmented reality technology to its in-centre app to bring Nick Jr. characters to life at its centres. Six augmented reality experiences can be accessed by scanning the images found within Intu’s 14 shopping centres across the UK. Participants will be able to pose for a picture with the Shimmer and Shine genies and play a Half Shell Heroes game.
Other free Nick Jr. activities taking place at Intu centres over Easter include meet and greets with PAW Patrol’s Chase and Marshall as well as daily Nick Jr.-themed workshops.
The initiative is part of Intu’s strategy to use digital experiences to drive footfall and dwell time.
Karen Harris, managing director of intu Digital, said: "We’re bringing a whole new Nick Jr. world to life that is certain to bring smiles to the faces of our youngest guests, thanks to the combined power of the Intu and Nick Jr. brands and state-of-the-art augmented reality technology.
"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."
The launch of the augmented reality game follows a in December. More than 1,000 Christmas shoppers in Nottingham took part by virtually decorating a Christmas tree and sharing their creations online.
More: - Download Event's subscriber-only shopper report, which brings together seven essays on the biggest trends shaping this rapidly-changing area of activation.
For your daily hit of news from the brand experience community, weekly brand updates or your monthly trend download, .
Follow