Box Hill Shopping Centre augmented reality
Box Hill, in Melbourne’s east, has a huge Chinese community and is well known for the best dumplings in town.
As you can imagine, then, Chinese New Year is a big deal in the area.
Box Hill Central shopping centre worked with Interactivity on an augmented reality activation that would engage and entertain the Chinese community during the festive period.
The idea was to have a kiosk that allowed people to superimpose any one of the 12 characters of the Chinese Zodiac onto a selfie photo. The customer taps their email address into the system and can elect to Like the shopping centre’s Facebook page.
Using a Kinect camera, the process is largely gesture-based, and it’s fun and eye catching for passing shoppers.
The advantages for the landlord, Vicinity, are various: an attraction that draws traffic to that part of the mall; something that entertains all ages; provides social media engagement with the shopping centre; and results in a spike in Facebook Likes for the centre.
Interactivity took care of the complete activation from the hardware integration, software, to the colourful, backdrop and decoration: “Interactivity worked closely with Vicinity and the local Chinese community to ensure this activation was fun but also culturally appropriate,” noted Interactivity’s Technical Director, Maddi Goricane.
Much more than a feel-good gift to the consumer, the activation provides a wealth of vital metrics for Vicinity as the property manager, some of which we’ve reproduced here.
Interactivity: 1300 797 199 or www.interactivity.com.au
