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The Dubai Mall - The Nutcracker and the Four Realms

The Dubai Mall - The Nutcracker and the Four Realms

Nutcracker at Dubai Mall

The Challenge

We were asked to create an installation for the holiday period that immerses visitors in the world of Disney’s The Nutcracker and the Four Realms.

The activation needed to combine digital, physical and interactive elements into one exciting experience that created intrigue, drew in visitors and encouraged social sharing.

Our Response

We created a magical world inspired by the movie.

The entranceway was themed to look just like the corridor in Clara’s home. Anticipation built in visitors as they moved along the corridor, with digital screens offering tantalising glimpses of what lay ahead.

Once inside the Snowflake realm, visitors were delighted with falling snow, a stunning photo opportunity, digital game, zoetropes and a thrilling ice slide.

Facebook Augmented Reality and photo sharing encouraged visitors to spread the word on social media.

The Visitor Experience

VIEW THE ACTIVATION

The activation will stand out in its environment, the contrast with its surrounds making it a talking point.

ENTER THE HALLWAY

As the visitor enters the activation through the themed hallway, it acts as both queuing and entertainment, featuring IP content.

THE SNOWFLAKE REALM

The visitor leaves the hallway and enters the Snowflake realm through a tree trunk. A snow machine creates a gentle flurry of snow.

PHOTO OPPORTUNITY

Upon exiting the trunk, a staffed photo pod captures an image of the visitor. The image is printable and can be shared digitally.

DIGITAL GAME

Visitor plays bespoke puzzle game on an interactive screen.

ZOETROPES

As an added touch of magic, Zoetropes were positioned around the area. Children were able to spin them and see ballerinas dance and owls fly.

ICE SLIDE

Towards the end of the experience, visitors can climb the ice stairs and whoosh down the ice slide.

FACEBOOK AR

Visitors had the opportunity to explore various Facebook AR effects such as controlling falling snow and seeing themselves with Sugar Plum Fairy’s hairstyle.

The Results

  • 1,125,000 : Opportunity to see
  • 41,433 : Total number of participants
  • 15 minutes : Estimated average dwell time
  • 13,508 : Total photos printed
  • 5,785 : Total photo shares
  • 7,189 Total Facebook AR impressions
  • 1,305,342 : Estimated digital reach
THE TOTAL ESTIMATED REACH FOR THE ACTIVATION WAS 2,443,316 CONSUMERS OVER AN ACTIVATION PERIOD OF 22 DAYS