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

Clemenger BBDO Sydney Macquaire Radio P&O save the day Trees are hugging back

Latest News

Australian Retailers – How Can You Stand Out From The Pack On Social?
  • Partner Content

Australian Retailers – How Can You Stand Out From The Pack On Social?

At Zavy, we track the movings and shakings of brands across a range of industries on our social scoreboards. We want to see brands use social media as a space for real brand building and connecting with people – after all, that’s what it was created for. In their ground-breaking advertising report, The Long and […]

Partner Content

by B&T Magazine

B&T Magazine
Chobani Unveils New Brand Campaign Via Cummins&Partners
  • Campaigns

Chobani Unveils New Brand Campaign Via Cummins&Partners

Cummins&Partners has redefined what the next decade will look like for Chobani in its new brand campaign Food Made Good. Building on the four years of partnership between Cummins&Partners and Chobani, this campaign was born through strategic leadership to uncover the truth at the core of the brand and bring it to life through a […]

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]