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Augmented Reality Brings Vancouver Christmas Market to Life

The Vancouver Christmas Market and ePlay created a unique and memorable experience for attendees to celebrate holiday season in an exciting ways.

Vie
Updated: April 10, 2023
Vancouver Christmas Market

As the holiday season approached in 2021, ePlay Digital partnered with the Vancouver Christmas Market to create an augmented reality (AR) experience for visitors.

This campaign aimed to enhance the Christmas market experience, promote tourism, and increase engagement with ePlay’s AR technology.

The Campaign–to Increase Engagement, Promote the Vancouver Christmas Market, and Encourage Vancouver Tourism During the Holiday Season

ePlay Digital, a technology company specializing in augmented reality gaming, partnered with the Vancouver Christmas Market to create a unique AR experience for attendees.

The market location is in the heart of downtown Vancouver and is an annual event that showcases festive food, drinks, and entertainment.

Using their AR platform, ePlay designed an experience that allowed visitors to interact with digital elements throughout the market.

Visitors would download the free ePlay AR app and scan markers placed throughout the market. It will reveal various interactive content, including 3D models of Christmas characters, snowfall, and festive animations.

The campaign’s purpose is to increase engagement with the ePlay AR app, promote the Vancouver Christmas Market, and encourage tourism to the city of Vancouver during the holiday season.

By creating a unique and memorable experience for visitors, ePlay hoped to position itself as a leader in the AR market and increase its user base.

Vancouver Christmas Market

How Does This Differ from Other Campaigns in the Metaverse?

The Vancouver Christmas Market and ePlay’s augmented reality experience departs from the typical marketing campaigns done by both companies.

While the Vancouver Christmas Market is a popular holiday event. it attracts thousands of visitors yearly. However, this is the first time the event has used augmented reality to enhance the visitor experience.

Similarly, ePlay is primarily known for its mobile sports games. The campaign marks the company’s first foray into experiential marketing. 

By partnering with the Vancouver Christmas Market, ePlay created a unique and memorable experience for attendees. It also positioned itself as one of the leaders in the AR market.

Compared to ePlay’s previous campaigns, which focused on developing and promoting AR gaming experiences, this campaign was aimed at a broader audience and utilized a different marketing strategy.

How Did the Campaign Perform?

The Vancouver Christmas Market AR experience generated positive feedback from attendees and media outlets.

Some of the key performance indicators (KPIs) for the campaign include:

  • Increased app downloads: ePlay reported increased app downloads during the campaign period. It indicates that the AR experience successfully promoted the app and generated interest in the technology.
  • Social media engagement: The Vancouver Christmas Market reported increased engagement during the campaign. The AR experience created buzz and excitement around the market, improving social media activity.
  • Positive feedback: Attendees of the Vancouver Christmas Market praised the AR experience. Many call it a highlight of their visit. This positive feedback indicates that the campaign achieved its goal. It enhances the market experience and generates interest in AR technology.

Using marketing analysis, here are the campaign’s results:

  • Brand awareness: The campaign helped increase brand awareness for ePlay. Also for the Vancouver Christmas Market by generating media coverage and engagement.
  • User engagement: The AR experience created a more engaging and interactive market experience for attendees. It led to positive feedback and increased social media activity.
  • User acquisition: The campaign successfully increased app downloads. Which lead to increased user acquisition and a more extensive user base for ePlay’s AR platform.
  • ROI: The campaign’s return on investment could be more precise. But the increased brand awareness and user engagement suggest that it was worthwhile for both ePlay and the Vancouver Christmas Market.

According to ePlay CEO Trevor Doerksen, “the Vancouver Christmas Market provided a fantastic opportunity to showcase our technology and the possibilities for augmented reality in experiential marketing.

We were thrilled with the response from attendees and the media, and we look forward to continuing to innovate and push the boundaries of what’s possible in the AR space.”

Vancouver Christmas Market

What Could ePlay and Vancouver Learn From Other Campaigns in the Metaverse?

ePlay Digital and the Vancouver Christmas Market’s augmented reality experience is an excellent examples of companies using emerging technologies to engage with their audiences.

The Vancouver Christmas Market’s augmented reality experience allowed attendees to engage with the event in a new and innovative way.

However, ePlay and Vancouver could learn more from Chipotle and Mcdonald’s campaigns in the Metverse.

Both brands also use augmented reality to increase customer engagement and celebrate holidays while bringing awareness to their brands.

ePlay and Vancouver could learn how these brands engage with customers in fun and interactive ways blending the real and digital worlds.

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