British Land launches ‘Gnomee’s Egg Hunt’ augmented reality game for Easter

David Murphy

Property company British Land, which owns a number of UK shopping centres, has launched an augmented reality ‘Gnomee’s Egg Hunt’ game for the Easter holidays.

It’s the second AR campaign from the company, following the success of the its first campaign ‘Freezy’s Christmas Adventure’, which was one of the UK’s largest ever roll-outs of an augmented reality game in retail property.

The game can be played at 18 shopping centres across the company’s multi-let retail portfolio. It takes shoppers on a quest around the shopping arcades to find golden eggs stolen by gnomes. To play, shoppers download the free app to a smartphone or tablet, and follow a five-step trail to complete the hunt. Shoppers can also enter a competition for the chance to win prizes including retailer vouchers, iPads and toys.