Dinosaurs draw crowds in Liverpool

Liverpool One’s Jurassic Invasion experience proves a roaring success

Newly released figures show Liverpool One’s ‘Dinosaurs Unleashed’ enlivenment campaign boosted visitation and sales performance at the destination, signifying a bright future for physical-digital integration in retail.

Launching on 29 March with a custom-designed augmented reality dinosaur experience, the enlivenment campaign triggered a rise in footfall at Liverpool One by 3.3%, as the UK average dropped by 4.6%.

In addition, Liverpool One’s sales were up 4%, exceeding the national average of 0.7% for the campaign’s period. This rise was seen across cafés and restaurants, and the toys and games sector, directly reflecting the campaign’s family focus.

Using the specially-created ‘Dinosaurs Unleashed’ app created by Red Frog Digital, visitors to the destination were transported back millions of years to discover dinosaurs, and could interact with the prehistoric creatures throughout the destination. The app was downloaded over 20,000 times during the ten-week campaign, and encouraging return visitation to Liverpool One by requiring user proximity to nurture the dinosaurs.

Donna Howitt, marketing and communications director at Liverpool One said: Dinosaurs Unleashed has been our most innovative and ambitious enlivenment intiative to date, and its success highlights how digital can be harnessed to enhance and transform the bricks and mortar experience. It is the first time this type of gamification has been used in the UK, and the digital integration brought an exciting new dimension to Liverpool One for our visitors to explore.”

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