313 mall is one of the most prominent shopping destinations along Orchard Road (Somerset). For the Chinese New Years celebrations, they wanted to engage their audiences in a meaningful way, at the same time, drive traffic to their retailers offering special promotions. The need is more apparent especially for some of the stores that are “hidden” - that do not acquire as much foot traffic.
An Augmented Reality Experience. The 313 iDragon App.
Keeping with the Chinese New Year dragon theme, and celebrating the year of the dragon : We created an app that allows users to capture virtual gems in a physical space. A physical “Dragon” installation revealed gems as users move their devices to capture them.
These virtual gems enabled them to claim vouchers in retail outlets. The more users interacted with the game, the more rewards they’ve gathered - driving discounts, freebies, and interest in in-store promotions.
With over thousands of downloads, the app has garnered considerable press coverage and has been awarded various accolades. Most importantly, it has achieved considerable business objectives during a holiday when people are struggling to find customers.
| Marketing Magazine - Marketing Excellence Awards 2012 Excellence in Mobile Marketing | Bronze Mobex Awards Singapore 2013 Best in Location Based Marketing | Gold