Located in the heart of Sydney’s Chinatown, Market City shopping centre is a bustling nexus of retail and dining. They sought to add a digital twist to their Christmas in-centre fixtures and decorations.
The ‘Backyard Santa’ theme paid homage to the the hot Australian Christmas season with beach and pool decorations abound. Banners, posters and even a swimming pool full of presents were brought to life with AR animations and games. 3D Santa and his helpers could be spotted in all his board-shorts glory by scanning the pool to find him ready to jump in. Players could send him cannon-ball splashing into the pool launching the presents skyward. Tapping more than ten presents unlocked the prize-draw entry form which users could enter.
As a 2013 campaign the app pushed the boundaries of AR by even today’s standards, utilising sophisticated SLAM (Simultaneous Location and Mapping) object tracking algorithms to accurately map 3D content over complex real life objects.
The app exceeded campaign targets and established an audience of engaged customers resulting in increased retailer revenue.