MyMall: Gnomee’s Egg Hunt

Watch the magical world of the Gnomee’s come to life using our free myMALL AR app. Exclusively at British Land Shopping Centres.

Our first myMALL campaign with British Land, Freezy’s Christmas Adventure made a bold impact on UK retail. Being one of, if not the largest roll out of an augmented reality campaign in retail property it saw shoppers of all ages engaging with our festive mini games across all areas of the UK. Read more about the campaign here.

Due to the success of this campaign, we knew that people would be excited to see what we had in store for Spring – and rightly so. We wanted to capture shoppers imaginations in a way that was more vibrant and fantastical than what had been seen before, which led us to create the vibrant and fun filled world of the Gnomees ; mischievous and magical creatures that live in a secret world that only you can see.

Gnomee’s Egg Hunt was an interactive digital scavenger hunt that required users to follow a series of printed posters and scan them with their smart phones using our free myMALL app. When scanned, the miniature world of the Gnomee’s appeared to rise up from the floor and spring to life before shoppers eyes. From luscious green plant life to mystical waterfalls and wishing wells, this enchanting world drew shoppers attention in an instant and captured the true essence of a Spring time bursting with life.

The aim of each level of the scavenger hunt was to tap the mischievous Gnomee’s and scare them away from the prized golden eggs! Once successful, each egg collected revealed a letter to spell out a secret word, which eventually provided access to an exclusive prize draw.

Watch the campaign promotional video here. Courtesy of British Land PLC.

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