Find the elves, help Santa to fly and enter a magical wonderland – all with the magic of AR!

Date: 18th November 2021

Red Frog Digital added an interactive, immersive element to the annual Christmas celebrations in Leicester for 2021 with a brand new interactive augmented reality (AR) app.

The Interactive Adventure app, available from the App Store and Google Play, marked the city’s transition from its traditional Tableau scene, which has been a popular feature of Christmas celebrations for decades, to a more modern and innovative offering to reflect the expectations of children and families in 2021.

The campaign launched on 18 November 2021 as part of the city’s Christmas lights switch on and ran until 6 January 2022.

The experience was powered by a bespoke augmented reality app, developed, licensed and maintained by Red Frog Digital, and included the following features:

Santa’s helpers and Snowball Dodge game

Users of the app were able to “hunt” for four of Santa’s Helpers who were hiding around the physical tableau characters in Town Hall Square.

Every time a user found one of Santa’s Helpers, an AR elf came out and performed a short elf dance! Once the user had collected all four elves, AR snow begin fall and festive music played as the elves invited them to play a game of Snowball Dodge. By throwing and dodging snowballs with the elves, users were able to collect points for every direct hit!

AR Wonderland

Also in Town Hall Square, users were able to unlock a special portal into a magical Winter Wonderland where they could meet snowmen, polar bears and penguins!

Reindeer Dust – AR Markers / Santa Fly By

Around the city centre on shop and restaurant windows there were more than 60 vinyl “Reindeer Dust” AR markers. When users scanned these markers, a glittering animation appeared on their screen and awarded them a random amount of “Reindeer Dust”. For each grain of Reindeer Dust the user collected they were also be awarded a number of points. The more markers scanned, the more points they earned and, once they had a whole “handful” of AR dust, they were able to sprinkle it in the air to reveal Santa and his reindeers flying across the sky.

Christmas Express

Every user of the app also had their very own “Christmas Express” train! This AR toy railway train and track enabled users to place it on the ground anywhere they liked – in the city centre or even at home. They could then take photos and videos of the train, which will add a Christmas in Leicester frame/stamp and enable sharing on social media.

AR Christmas Tree

All users of the app were involved in a huge team effort to light up Leicester’s huge AR Christmas tree! All of the points users collected were added to an accumulated total of all users’ points. The more points that were collected, the more lights will appear on the tree. Needless to say, by Christmas week, the tree was fully lit!

Watch the video Leicestershire Live published during the campaign below:

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