LEGOLAND Windsor's AR Adventure
Entertainment
Key takeaways
Zappar Creative Studio collaborated with LEGOLAND® Windsor to enhance the visitor experience with AR, bringing the new LEGO® MYTHICA world to life. The goal was to engage guests beyond their time in the park by immersing them in the backstory, mythical creatures, and enchanting realms of LEGO® MYTHICA through the LEGOLAND® Windsor Resort app.
The project involved concepting, strategy, production, design, and optimization by Zappar's team, with deliverables including 3D modeling, UI/UX flow, hosting, and QA testing. The AR experience was deployed through the LEGOLAND® app on iOS and Android, using a custom code solution. LEGOLAND®'s new area, LEGO® MYTHICA, aimed to innovate the guest experience by linking the real world with a hidden realm. Zappar was tasked with creating an AR experience that would be unique, engaging, and enjoyable, extending the visitor journey beyond the resort.
The AR experience, accessible exclusively through the LEGOLAND® app, offered various engagement opportunities. Visitors could take selfies and videos with mythical creatures, collect digital cards about the characters, and learn their backstory. The experience featured world-tracked portals blending the virtual with the physical LEGOLAND® Resorts, creating a seamless physical and virtual journey. Guests were encouraged to download the app before visiting the park to engage with a series of AR portals. In the park, custom branded codes attached to large scale LEGO® statues activated AR experiences, bringing characters to life through a vortex. Guests could also collect AR 'POP Badges' featuring exclusive LEGO® MYTHICA designs.
The project presented both highlights and challenges for the Creative Studio team, including collaborating with the LEGOLAND® VFX team and ensuring the physical and digital elements integrated seamlessly. The AR experience significantly enhanced guest engagement, with guests spending over 2.5 minutes on average engaging with each statue and portal. The AR activity extended the user journey before and after park closing time, with guests spending the equivalent of 144 days exploring the digital realm. The campaign won a Blooloop Innovation bronze award for outstanding innovation in the visitor attractions business.
