Visitors to Liverpool ONE can download the augmented reality app and collect points as you hatch dinosaurs from giant eggs located around the complex. Once you have hatched your dinosaur users are encouraged to collect food on site at Liverpool ONE to ensure it is well fed - once their dinosaur is strong enough it can be taken to the “Battle Arena” located at Chavasse Park where they can battle their dinosaurs using the latest AR technologies available, in the process earning points to see how they rank on the leaderboard. Players will even be able to take their dinosaurs home and keep them well fed and exercised and also share photos and videos of their prehistoric friends via social media. This is AR as how it should be - it uses digital CGI overlays on physical ‘real life’ props to simulate physical dinosaur eggs hatching.
Liverpool ONE is a shopping and leisure complex located in the heart of the city centre owned by the Grosvenor Group. The complex has over 170 stores and is home to 2 large hotels. It is the 5th largest shopping centre in the UK and the 2nd larges in the North West of England. Around 29 million visitors came to Liverpool ONE in 2018.
After a delivering a competitive pitch to Liverpool ONE, Red Frog were awarded the contract to deliver the AR App for the Dinosaurs Unleashed campaign spanning 10 weeks from 29th March 2019. Red Frog Digital designed the app / CGI models and gameplay structure, user database and have given Liverpool ONE access to our proprietary data analytics dashboard that gives them real time usage data on the app allowing them to see which areas of the shopping centre are proving more popular based on how many times each of the eggs have been scanned.
This is a huge breakthrough for Red Frog Digital as it is our first project within the shopping mall sector. We developed a new user analytics system in the backend of the app which allows the Marketing team at Liverpool ONE to have access to vital data on visitor behaviour for the duration of the campaign.
“This is one of, if not THE most ambitious AR project Red Frog Digital have ever been involved in. The excitement on social media this campaign has generated demonstrates the willingness of the general public to embrace ‘technology’. It gives people a standalone reason to visit Liverpool ONE, acts as a great tool to ramp up social media sharing as well as giving parents the satisfaction that this is not only interactive and great fun, but an educational tool for their children to learn about dinosaurs.” James Loveridge, Commercial Director.
For more information about Red Frog Digital and their range of services, please visit their members page.