The Brief
To provide The Brunel Shopping Centre in Swindon with their first Halloween event. To cover up an unused unit and provide a positive installation and space. Completely open and free for children to enter and play in, with free activities in the build up to Halloween.
The Strategy
We designed a Halloween Pumpkin Patch Pop Up to go into the vacant space in the Shopping Centre. This space was then hand built by our team who spent 2 days installing, as well as arranging 300 pumpkins in the open space!
After the space had been covered in autumn leaves, hay bales and hanging ghouls, it was then activated with free events and entertainment for children. From creepy walkabout acts that roamed the centre and ‘scared’ passer’s by, to pumpkin crafts for children to carve and decorate their own pumpkins for free and take home!
The fabulous space was also supported by an Augmented Reality trail around the Shopping Centre. Starting and ending in the pumpkin patch, and trailing round 8 shops, the public had to simply scan the QR codes to ‘release’ the virtual spooky beats, including Bony Tony!
The Results
The installation, acts and entertainment and the AR trail all proved to be a great success at The Brunel Shopping centre. The AR trail resulted in 1 million extra steps walked around on the trail, a whopping 54,000 calories burnt in doing so! The AR trail gave families a great reason to come to the area and walk around, as well as created an audience database to continue to build on. The Halloween installation resulted in 80,000 impressions on social media, an increase of 1,297% on instagram, and an increase of brand awareness by 825% (MoM).
Want to talk about what more we could do? Want to become our next big thing?
Call Us:
+44 (0) 20 71757 450
Email Us:
hello@wearedestination.com
