Metro Centre

Disney’s Unlock the Magic

Bringing the magic to life with a Disney inspired QR Hunt around one of Europes largest indoor shopping centre.

The Brief

In early 2019, we were approached by The Metrocentre, one of Europe’s largest indoor shopping centres, with a brief to help increase footfall during the school summer holidays.

The Insight

To increase dwell time in the centre and encourage families to explore more areas of the Metrocentre, we had to engage children and create a reason for them to move around the centre. By gamifying their visit, we could engage the audience beyond their normal transactional shopping experience.

Work

We partnered with Disney on Ice, to create a campaign to appeal to families.  We designed a bespoke digital platform, accessible on a smartphone, where visitors to the Metrocentre could register to join our centre-wide treasure hunt, ‘Unlock the Magic’.

Hidden around the centre were 300 Mickey Mouse stickers each bearing a unique QR code. Players were challenged to find as many Mickeys as they could, scan the codes on the stickers to unlock prizes and discounts from the retailers, and ultimately be in with a chance to win a family trip to Disneyland Paris and family passes to Disney on Ice in Newcastle.

The game saved the players’ progress, allowing them to return at any point during the summer and recommence the hunt!  Our post campaign analysis showed that we had over 4,900 registered users who scanned over 394,530 Mickeys over the 6 week period.