Schiphol Amsterdam Airport
Activating Schiphol Airport’s summer promotions with augmented reality gamification
To overview
The challenge
During the busiest travel season of the year, Schiphol Airport partnered with LiveWall to launch an immersive in-terminal activation at Lounge 2. This activation aimed to engage travelers post-security by spotlighting discounted products in three key categories: sweets and chocolates, alcohol, and perfumes. With an innovative blend of physical interaction and gamified augmented reality (AR), the installation not only captured attention but also turned the airport lounge into a hub of fun, rewards, and memorable experiences.
Schiphol Airport, one of Europe’s busiest transit hubs, is renowned for its world-class shopping and dining experiences. Catering to millions of passengers annually, Schiphol continually seeks to elevate the traveler experience, combining convenience with entertainment.
This activation was part of Schiphol’s broader Summer Guide campaign, which aimed to boost visibility and sales of seasonal discounts while enhancing brand loyalty among travelers.In a fast-paced, high-traffic environment like an airport, attracting and maintaining travelers’ attention is a challenge. Schiphol sought to:
1. Drive foot traffic to participating tax-free stores.
2. Create a memorable experience that would entertain and engage passengers waiting for their flights.
3. Connect the on-site promotions to tangible rewards for the travelers.
Idea & implementation
LiveWall designed a three-part gamified AR activation that seamlessly integrated with Schiphol’s Summer Guide promotions.
The experience featured:
• Interactive AR games: Travelers became the controller in fun, product-themed games.
• Shareable moments: A built-in photo booth captured participants mid-game, creating shareable memories.
• Real-world rewards: Exclusive discount codes tied to the products ensured a direct link between the experience and store visits.This innovative blend of physical and digital engagement bridged the gap between entertainment and retail.
Implementation
The activation, crafted in collaboration with Het Gevonden Voorwerp (physical structure) and arfected (AR development), spanned 30 days. Key features included:
1. Immersive AR Games:
• Chocolate Catching Game: Players moved to catch virtual chocolates falling into a Schiphol shopping bag.
• Drinks Pouring Game: Travelers tilted a virtual tray to fill glasses with drinks.
• Perfume Tapping Game: Participants tapped floating perfume bottles, triggering a floral display on-screen.
2. Snapchat Camera Kit Integration: The AR games leveraged advanced motion tracking, making players the central element of the action.
3. Photo Booth and Rewards: After playing, travelers could download a branded photo of themselves mid-game, along with a discount code redeemable at airport stores for the featured products.
4. Screen Integration: Schiphol extended the campaign with promotional content across airport screens, boosting visibility and drawing more visitors to the activation.
Results
The activation delivered exceptional engagement and measurable business results:
• Total Games Played: Over 3,000 games were played across all categories.
• Chocolate Catching Game: 1,288 captures
• Drinks Pouring Game: 988 captures
• Perfume Tapping Game: 222 captures
• Social Amplification: Participants shared their branded photo downloads on social media, creating organic buzz and extending the campaign’s reach beyond the airport.
• Retail Impact: The seamless connection between AR games and discount codes translated to an uptick in foot traffic and sales at tax-free stores.
Schiphol’s gamified AR activation exemplifies the power of combining entertainment with practical benefits. By turning a high-traffic space into a playground of rewards and interactive fun, the campaign successfully boosted engagement, amplified its reach via social sharing, and drove measurable retail results.Looking to create unforgettable, result-driven experiences for your brand? Let’s work together to turn your next campaign into an engaging story that cuts through the noise. Contact us today!
