Do you remember this video by National Geographic Channel that went viral two years ago?
Created by digital creative agency Appshaker, the setup was a marketing tool to promote National Geographic Channel in Hungary, using a cutting-edge technology known as augmented reality (AR). Unlike virtual reality, which is a simulation of reality, AR provides a digitally enhanced reality in real time so you can instantaneously interact with what you see at the AR environment.
Now, you can experience first-hand the phenomenon that captured thousands of shoppers in Hungary two years ago, right here in Singapore. Partnering with Marina Square Shopping Mall as part of Winter Wonderland – Singapore’s largest AR environment built in a shopping mall – Appshaker has recently created a 3D AR experience called Arctic Home, in which you’ll find yourself standing on an iceberg as polar bears move around you. The AR is projected onto a large screen right in front of the “iceberg”, so you can snap some photos or video-record your experience petting the polar bears.
But while it’s all fun and entertaining, the reality is, the population of polar bears in the Arctic is in decline due to climate change. Marina Square and Appshaker will be supporting the World Wildlife Foundation (WWF) with a $5,000 donation to assist in their efforts to protect those furry giants.
Arctic Home is just one of the many AR experiences happening at the atrium of Marina Square. Before you step into Winter Wonderland, be sure to download the free Marina Square AR Christmas app (available for download on iOS 6.1 and above, and Android 4.2 phones and tablets). There are markers installed at designated locations within Winter Wonderland, so all you have to do is fire up the app, follow some easy instructions, and have fun interacting with the special 3D festive characters!
At the Toy House, for instance, you’ll find an AR Snowman dancing on the platform; you can even tap and drag AR penguins down the slide outside the Toy House! Meanwhile, at the Christmas Tree, you’ll be able to see an AR Santa on his sleigh circling the tree from the top before landing at the base and hopping out of the sleigh for your photo-taking opportunity. Psst … if you upload your snapshots on Instagram with the tag @marinasquaresg and hashtag #MarinaSquareChristmas, you stand to win a Samsung Galaxy S4 and dining vouchers. Details, right here.
Apart from Winter Wonderland, you can also use the app throughout the mall’s Christmas print advertisements and festive cards.
Winter Wonderland takes place at the atrium of Marina Square, from November 22 to December 25, 2013. Arctic Home is available from November 22 to December 15, from 12noon to 9pm.
About The Author: A founder of Material World, Tan Lili has previously worked in magazines The Singapore Women’s Weekly and Cosmopolitan Singapore, as well as herworld.com (now herworldplus.com, the online counterpart of Her World). She is now a freelance writer who works on this website full-time. Lili hopes to travel the world, work with wild animals, and discover more awesome Twilight fan-fiction. Follow her on Twitter @TanLiliTweets.
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