Case Study:

Augmented Reality to promote opening of The O2


The Brief

Create an Augmented Reality competition-based installation to drive footfall to the newly opened O2 in Greenwich, South-East London, London’s newest and most hi-tech entertainment venue.


Mobile car-mounted screens allowed participants to reveal their prize using an augmented reality mechanic.  Each of the cards were prize-winning. Participants held up their card to the camera to see it come to life on screen, and discover their reward. Prizes included 2 for 1 meals, free drinks and cinema, concert and sports event tickets at The O2.

After finding out what they have won, participants made their way to The O2 in Greenwich, where a third kiosk unit inside the venue itself allows them to redeem their card for a prize voucher.


Inition’s MagicSymbol technology was deployed in what was the largest ever augmented-reality-based campaign. Over 500,000 MagicSymbol promo cards were distributed around London’s most busy stations, squares and markets over a 5 week period.