Blue Star Partners Up With Toys “R” Us For Easter Campaign

Blue Star Partners Up With Toys “R” Us For Easter Campaign
SHARE
THIS



Communications services leader Blue Star has today announced a new partnership with Toys“R”Us.

The two brands have pioneered an Australian-first with an advanced augmented reality (AR) experience and movie-making app, which is bringing Easter to life for kids of all ages in a retail environment.

The virtual Easter Egg Hunt will work on any iOS or Android device and will see smartphone and tablet users interact with Toys“R”Us mascot Geoffrey the Giraffe and his Easter bunny friends, leading them on a virtual adventure through the store to find Geoffrey’s Playground.

Characters will appear to be bouncing around the store in the augmented space. Once the playground is reached, kids can create a short video through the app dancing alongside their virtual friends, and redeem a Free Treat1. The mini movie of the experience can then be shared on social media using #TRUMagic.

Daze_mrec_7_Sensible-2

Toys“R”Us Chief Toy Tester, 10 year old Stephanie Apoleski, demonstrated the #TRUMagic experience here:

National marketing manager Toys“R”Us Australia, Brooklyn Troy, said that rolling out its first augmented-reality play experience was part of the company’s key strategic focus as kids become increasingly technologically savvy.

“We wanted to push the boundaries with our in-store Easter experience this year, and we’ve created something which is sure to be a winning experience for anyone coming into a Toys“R”Us store,” she said. “The ability to interact with the surroundings using augmented reality and our smart devices means we can bring our Easter Hunt to life, and see Geoffrey the Giraffe and his bouncing Easter bunnies, all in 4D.

“We also wanted to make it possible for parents and children to be able to share this experience with friends by adding an AR-movie making element to the TRU Magic App” said Troy.

David Francis, head of interactive at Blue Star, the team behind the idea and experience, commented: “We are delighted to partner with Toys“R”Us to create a dynamic and engaging campaign, pioneering new experiences for Australians. The opportunities of augmented reality are huge – the experience is literally turning the Toys“R”Us stores into a virtual theme park, with kids and families spending quality leisure time, interacting with their favourite characters. They can then jump into the experience, and dance alongside Geoffrey and friends whilst creating their own video content to take with them and share on social platforms.”

Az Yousaf, Blue Star’s digital services director, added: “The TRU Magic experience promises to be fantastic Easter fun, but it is also the first in what we expect will be a major trend towards Augmented Reality campaigns in bricks and mortar retail environments. The solution that we came up with leverages the huge number of comm’s that Toys “R” Us have in place including catalogues, social and email marketing, and drives that audience into store. We believe this technology will become a key component of the marketing plans for Australia’s leading companies. Augmented reality is a particularly powerful tool for creating retail experiences that surprise and delight customers in equal measure.”

The campaign is open for the entire Easter period, from Wednesday 1 – Sunday 12 April.

Readers can print out the flyer and try the augmented reality experience out for themselves.

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]