Blue Star, a leader in communication services has announced a partnership with Toys “R” Us, the toy retailer. Easter will be brought to life for kids in a retail surrounding with this partnership as the two companies bring in an augmented reality experience with a movie-making app. Kids will be able to go for a virtual Easter Egg Hunt in the store they visit, with the augmented reality app TRU Magic. Different characters will come to life and guide the kids through a virtual adventure.
How Does The App Work?
Users with a tablet or smartphone can download the TRU Magic app and point their mobile device at relevant advertisements or flyers inside any Toys “R” Us store across the globe, to activate it. Once it is activated, kids will be able to communicate with the Toys “R” Us mascot Geoffrey the Giraffe and other Easter bunnies. They will be able to go on virtual adventure across the store to locate Geoffrey’s Playground.
If you use the app, you will be able to see the characters moving around the store in the augmented area. As the kids reach the playground, they will be able to use the app to create a short video alongside their virtual friends. They will also be able to redeem a free treat. Sharing on social media through #TRUMagic is also possible. The app is compatible with iOS as well as Android devices.
Targeting Tech Savvy Kids
Brooklyn Troy, national marketing manager Toys “R” Us Australia said, as kids become technologically savvy, the main strategic focus of Toys “R” Us was to roll out its first AR play experience. Troy said “We wanted to push the boundaries with our in-store Easter experience this year, and we’ve created something which is sure to be a winning experience for anyone coming into a Toys “R” Us store. The ability to interact with the surroundings using augmented reality and our smart devices means we can bring our Easter Hunt to life, and see Geoffrey the Giraffe and his bouncing Easter bunnies, all in 4D.
We also wanted to make it possible for parents and children to be able to share this experience with friends by adding an AR-movie making element to the TRU Magic App.”
David Francis, the head of interactive at Blue Star said “We are delighted to partner with Toys “R” Us to create a dynamic and engaging campaign, pioneering new experiences for Australians. The opportunities of Augmented Reality are huge – the experience is literally turning the Toys “R” Us stores into a virtual theme park, with kids and families spending quality leisure time, interacting with their favorite characters. They can then jump into the experience, and dance alongside Geoffrey and friends whilst creating their own video content to take with them and share on social platforms.”
The augmented reality campaign will run in Australia during the Easter period, starting from 1st April to 12th April, 2015. The markers will be placed at 34 Toys “R” Us locations across Australia.
What’s your take?
Are you going to download the TRU Magic app? Will you take your kids for a virtual Easter egg hunt? Share your thoughts in the comments below.
Image Source – bandt.com.au