British Land augments reality

Published:  07 November, 2016

Landlord launches Christmas campaign at 21 centres

British Land has launched an augmented reality game across its retail portfolio. Freezy’s Christmas Adventure, an app based children’s game which is downloaded onto mobile devices, is being rolled out at 21 local and regional centres across the company’s retail portfolio. The game encourages families to follow a five-step virtual present hunt, helping snowman Freezy overcome obstacles and gather gifts for Santa.

The campaign, which runs until 24 December, aims to drive footfall, dwell time and brand loyalty as well as increase sales for occupiers. The game is the first of a four-campaign partnership between British Land and augmented virtual reality specialist Harmony Studios. The enterprise follows app and gamification trials at three centres throughout 2016.

Ben Dimson, head of business development for British Land, said: “Consumers want places where they can shop, eat and be entertained. We put our customers at the heart of our offer and Freezy’s Christmas Adventure will give families visiting our centres a fun and memorable experience. Our scale enables us to invest in innovation and industrialise successful technologies across the business.

“We have a loyal customer base who often shop with their children (18.3 per cent compared to the national average of 14.8 per cent) so we think a family game that can be safely uploaded and played again and again is perfect for our customers and their children.”

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